This interview was conducted internally with Chiara Soldati – Owner of La Scolca. The full transcript can be found below:
La Scolca’s fans include top leaders of countries, the Pope of Rome and stars such as Elton John and Tom Cruise, who even served La Scolca wine to guests at his wedding. What has been the key to La Scolca’s success in crafting one of Italy’s most coveted wines at such an exceptional level?
Here’s what likely contributes to our status as a coveted Italian wine:
Focus on Gavi grapes: La Scolca is known primarily for our Gavi wines, which are made from Cortese grapes in the Gavi region. Our dedication to this specific grape and region allows us to develop a deep understanding and expertise in cultivating the best possible fruit.
Meticulous vineyard management: our focus on managing each vineyard plot individually ensures we optimise grape quality based on specific growing conditions.
Traditional methods with modern touches: La Scolca utilises slow, traditional methods alongside modern and sustainable techniques to create wines that are elegant, fresh, and age-worthy.
Generational passion: The Soldati family has been running La Scolca for five generations, bringing a wealth of experience and dedication to the craft.
These factors, along with the recognition from high-profile figures, likely contribute to the allure and prestige of La Scolca wines. Beyond this, the evidence of our success is being listed in the best locations and restaurants worldwide as White Rabbit, Probka Group, Navikov, Sakalin and many others.
La Scolca is not only wine but also a certain lifestyle, and aesthetics (travelling, unique experiences, hedonism). Do you intentionally broadcast this and is there a strategy? Or is it organically formed around the brand and yourself?
It is both a strategy and something organic around the brand. We want to be not only a leader in wine making but also an example of the excellence of the Italian lifestyle, combining Dolce Vita & sustainability, amusement and moderation as a signature attitude.
Yes, in La Scolca we intentionally cultivate a specific lifestyle image alongside our wines. Here’s why:
Marketing language: Phrases like “a contemporary lifestyle concept” and “a world rich in charm” used on our website www.lascolca.net indicate a focus beyond just the wine itself.
Target audience: we describe our ideal customer as “eclectic and open to diverse experiences,” which aligns with a lifestyle that values travel, new things, and enjoyment.
Brand ambassador: our “Black Label” Gavi is positioned to represent this very lifestyle, suggesting a deliberate strategy.
So, we have a well-defined strategy to build our brand around a particular Italian lifestyle.
However, there is also an organic element at play. A winery with a rich history and focus on quality naturally attracts people who appreciate those things, and that can create a certain aura around the brand.
Overall, La Scolca does both – leveraging our heritage and crafting a targeted message to cultivate a specific and desirable lifestyle image.
In general, Chiara Soldati is a direct association with the La Scolca brand, which is not very common in the wine world. How did you become an ambassador for your wine and why is it important to you?
I have been putting all my resources, talent and time into bringing La Scolca to any corner of the world and I have been doing this personally for my whole life because to me is evidence of the respect I feel for all my clients, stakeholders and partners all over the world. It’s a way to recognize them and they recognize me in La Scolca, especially now that we have been celebrating our 105th Anniversary. I bear the responsibility for our heritage and the future of the brand.
One typical day in the life of Chiara Soldati – how is it organised? How do you manage to combine your social life, business trips, work at the winery and family life?
This is very challenging as it is for all entrepreneurs especially if they are women.
I have a wonderful Team who support me and I am a very well-organised person. This helps!
From the outside, your life seems to be as intense as possible. Where do you get so much energy, what is the source of your resources? What inspires you?
This is it! I am a positive person who loves life. I am lucky as I love my job and also I get inspired by the example I had from my Mum and my Dad.
The media often say that you “embody Italian style at its best”. Italian style for you – what is it, what does it manifest itself in? Italian brands? An afternoon siesta? A love of yachts?
The Italian Style is all about the “Grand Beauty”. Everything that expresses excellence in art fashion design architecture and also winemaking is connected with the Italian “genius loci”.
We have it in our DNA and everybody can recognize it. It goes beyond the concept of Made in Italy. There is an Italian touch of heritage wherever you have excellence, creativity and beauty.
Recently you became one of the 25 knights of the Order of Labor of Italy. How do you feel about it? Is this status important to you and why?
Receiving such an honour directly from our President Sergio Mattarella was an immense satisfaction. I now and forever bear the responsibility to honour this high recognition and to lead the youngest by example.
You are an activist in the Donne del Vino association, working to promote women’s rights in the agricultural sector. Tell us about your relationship with feminism: is this concept close to you? Why is the direction of women’s rights important to you personally?
I was born in the Seventies, so I feel the importance of women’s rights in my DNA. I believe in women’s talent, merit and leadership and I think that networking is the best tool to empower women. My values are rooted in the respect and freedom of all human beings without discrimination of sex religion, sexual orientation or political beliefs.
The trends in the wine world are environmentalism, sustainability, and low-alcohol. Are you adapting to these trends and how? Why is this important to you, a company with an already great heritage?
I have been investing no stop in constantly adapting our agricultural practices, certifications, wine making and new labels innovating and bringing to the market sustainable products that are appreciated by new consumers who look for low-alcohol and low-calorie wines as we have just done launching CORTEGAIA.
Nevertheless, Black Label is a wine icon. Is its style changing now and can it adjust to trends in the future?
Black Label is and will ever be our icon: it summarises all our archetypes and brand values, it is timeless and represents the essence of the contemporary lifestyle.
You can find it in any exclusive destination from Maldives to luxury cruises, from Dubai to Istanbul.
You have officially introduced your son as the successor to La Scolca. Where do you think the brand will change and will it change at all? What is the most interesting thing for your son to focus on right now?
I am very confident that Ferdinando will bring his own vision and personality, as I did when I entered the company.
To me, it’s crucial that he will find his way and I am open and excited to see him in action. At the moment he is bringing new ideas and innovation in how to communicate the brand and the wines to Gen Z.
You once called yourself “the captain of the giant ship La Scolca”. Where is that ship headed now?
It heads to the future, strong and solid thanks to 105 years of success!
To learn more about La Scolca Winery click on www.lascolca.net
