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Casa E. Di Mirafiore joins the Bancroft Portfolio

“We are thrilled to announce the addition of Casa E. di Mirafiore to our Italian portfolio which brings further dynamism and energy to our Piemontese offering” says Nick Mason, Senior Buyer at Bancroft Wines, adding, “the resurrection of this great Barolo producer is one of the most exciting developments in the region in a while, and is a perfect fit for Bancroft”

“We are excited to have Bancroft leading our import and distribution strategy in UK. Our decision to cultivate a partnership with them was based on their wide range of essential knowledge and resources within the wine industry” Says Roberto Bruno, General Manager of Casa E. di Mirafiore, adding “Bancroft is specialised in representing family-run wineries from around the world, many of whom are pioneers in sustainability and organic practices. Since Mirafiore has been the first historical wine estate in Piedmont to get the organic certification, we are sure that Bancroft is perfectly positioned to maximize the image and the potential of our brand with a unique go-to-market strategy. With their expertise and our enduring dedication to the fine wine market, our wines will find new homes in UK for years to come.”

About Casa E. di Mirafiore
This illustrious estate was originally bought by the first King of Italy in 1858, and then shaped into the world’s top Barolo brand by his son, Emanuele Alberto Guerrieri, Count of Mirafiore, hence the name Casa E. di Mirafiore. Sadly the estate did not survive the Great Depression and was split up by various creditors.

It was eighty years later that the well-known and widely respected entrepreneur Oscar Farinetti embarked on a journey to restore Casa E. di Mirafiore to its full glory. Firstly, he reallocated the original 25 hectares of prime vineyards and historic cellars from Fontanafredda, his other winery. Then, in 2011 Farinetti managed to buy back the Casa E. di Mirafiore brand name which had been purchased by a third party. This was not without a price! – it cost him lunch as the owner understood the historical importance at stake.

Since then numerous investments have been made, not least converting to organic in 2018. The wines are consistently and increasingly gaining recognition for their Serralunga power combined with rich, seductive depth of fruit. The “cru” wines from Lazzarito and Paiagallo in particular. Without doubt historically proven excellence well on the way to realising its truly great potential.

For more information, contact:
Hannah Van Susteren
Head of Marketing
hvansusteren@bancroftwines.com
+44 (0) 7714 850 130