“We’re a fine wine company, and one of the brands I’m most excited about is Rosa Regale,” says Cristina. “Rosa Regale is a line of sweet, sparkling wines from our Piedmont winery in Italy. They are beautifully made but equally stunning in the bottle and the glass. Rosa Regale loves to mix it up too! The red and the white are a lower alcohol at 7% and make some delicious cocktails.”
One of the things Cristina loves most about Rosa Regale is how it brings people together. “Bubbles have a tendency to do that, but Rosa Regale is an especially social brand,” she explains. “It’s fun, playful, and accessible from an affordability and distribution standpoint.”
Banfi used to treat it more as a specialty or special occasion item—a sweet red sparkling was not something you’d see every day. But the brand has expanded to include a sparkling Moscato and a sparkling Rosé, and the feedback has been great. “It’s something we’ve noticed with sparkling trends,” explains Cristina. “People crave celebration, and the fact that it’s Tuesday or something is a perfectly great reason to raise a glass with friends.”
As for women in leadership, Cristina believes when you see women in these roles consistently, it becomes the norm, and that is very impactful. Since its inception, Banfi has been driven by education and excellence in hospitality. Supporting hospitality programs in higher education institutions and inspiring the next generation of the industry is a key element of the company’s foundation. We ask Cristina to tell us more about Banfi.
Tell us about Rosa Regale and the sparkling wine category.
Rosa Regale is just one of those brands that brings people together. Bubbles tend to do that, but Rosa Regale is an especially social brand. It’s fun, playful and totally accessible from an affordability and distribution standpoint. We used to treat it more as a specialty or special occasion item—a sweet red sparkling was not something you’d see every day, but the brand has expanded to include a sparkling Moscato as well as a sparkling Rosé and the feedback has been great. It’s something we’ve really noticed with sparkling trends even throughout the pandemic—people crave celebration and the fact that it’s Tuesday or something is a perfectly great reason to raise a glass with friends.
How does your brand break from the status-quo?
When choosing an alcohol beverage option, I think consumers just want to feel that there’s an option for them, something they can enjoy without stigma. When it comes to wines, it’s long been said that people say “dry” but drink sweet. Rosa Regale delivers on that sweetness consumers are looking for in a way that is still ultra-sophisticated. With a portfolio that includes a wide range of styles and price points, we often ask ourselves about the meaning of luxury. I’m confident that Banfi offers consumers a super-premium experience at all price points and in any style – even sweet! Consumers are educated and confident; they know what they like, and they want it from brands that are doing it authentically.
What are the foundational and cultural principles that define your brand?
Since its inception, Banfi has been driven by education and excellence in hospitality. Supporting hospitality programs in higher education institutions and inspiring the next generation of our industry is a key element of our foundation. When it comes to hospitality, there probably isn’t a brand that embodies the spirit more than Rosa Regale – welcoming, celebratory, and uniquely delicious. We often meet consumers who were introduced to Rosa Regale through their hospitality programs, and it remains one of their favorites still—those are my favorite stories to hear – that Rosa Regale is the wine they’ll choose to toast with or even to gift because of how special it is to them.
How does seeing women in leadership positions such as your own impact the industry?
When you see women in leadership consistently and more often it becomes the norm and that is very impactful! I think our industry does a great job of celebrating women and highlighting our contribution to the category. For me it’s rewarding and I’m seeing it from every aspect of our business – on and off premise accounts, at our distributor partners, in the press/media. Even within my own team – I’m inspired by the impressive and hardworking women of the Banfi team globally.
What advice do you have for women entering or already in the wine, beer, and spirits industry?
Don’t be afraid to ask for help! Being a woman in our industry absolutely doesn’t mean you’re alone or at a disadvantage. It’s important to find your voice and sometimes you need to lean on others to get there. Use the resources that are available and reach out often.