"This volume, the fifth in the series Sanguis Jovis - I Quaderni, is the testimony of the reflections and debate that animated the second Winter School, held in Montalcino in early March 2020, dedicated to reflect on the contribution of the brand: Between Product and Market: the brand’s values in Sangiovese.

In this book are put together several fragments of reality, a small mosaic that represents a possible mundi map of the planet wine in the new normality in which we live. The relevance of the territory, the actions in support of branding activities, the experiences of players in the wine world and beyond, communication, are the different thematic areas that make up the volume. In closing, the precious Lectio Magistralis of Professor Attilio Scienza.

We believe (and we hope) that, by reading this Volume, you will get a pretty precise idea about some choices that need to be made in the world we are heading towards.

No one knows yet what the New Normal of wine will be like, but we know that the vine will be at the center of it, and that the brand is there to serve and enhance it. 

Pleasant reading."

Alberto Mattiacci

Director of Sanguis Jovis