The red clay we are talking about is not (just) that of a vineyard but that of tennis courts.
Today’s news is that Serena Wines 1881 will distribute Djokovic wines in Italy. Djokovic wines is the family business managed by Goran Djokovic, uncle of tennis player Novak, gold medalist at the Paris Olympics, current no. 4 in the ATP rankings and the most successful tennis player in history in men’s singles matches of Grand Slam tournaments.
One might think that this collaboration falls within the corporate culture of Serena Wines 1881, which has always been active in the world of sport and is present in the consortium of Treviso Basket, Calcio Treviso, Triestina and Cesena and sponsor of Hockey Cortina.
This time, however, there is something more because Luca Serena, CEO of Serena Wines 1881, is also a top-level professional tennis player: last August he won the gold medal in the men’s doubles at the ITF Over 40 World Championships in Lisbon, reaching the top 10 of the world ranking in the category.
This is why the affinity and satisfaction for this collaboration are even stronger.
“In a moment of great personal satisfaction for my recent tennis achievement, I am more than ever happy and enthusiastic to announce this prestigious collaboration, which not only links the name of Serena Wines 1881 to that of the Paris 2024 gold family but also brings our company even closer to the world of sport, whose values and teachings we have always shared” comments Luca Serena.
Actually, in this story there is a bit of vineyard red clay. The vineyards from which the Chardonnay and Syrah Djokovic are produced are in fact located in Lipovac, in the Serbian district of Sumadija, 225 kilometers south of Belgrade. An area known for its rocky and ferruginous soils, where the surface layer of earth takes on the typical red color.
The collaboration with Djokovic is not only dictated by passion but responds to a strategic business choice on the Italian and Serbian markets.
“This collaboration – continues Serena – allows us to enrich our proposal with two niche still wines and therefore to increase our portfolio, working hand in hand on the positioning of our flagship brands Champagne de Vilmont, Audace Underwater and Ville d’Arfanta, towards a premium Horeca target.
At the same time, we hope that the Djokovic family name can support Serena Wines 1881 in its expansion process in the Balkans, starting from Serbia, where we intend to start a communication and promotion path of the brand linked to sport with a focus to tennis.”
What can we say? Game, set, match!