30 candles for Barolo & Co

30 candles for Barolo & Co

Let me introduce you to Elio Archimede, a gentleman from Piemonte who appears to be good natured but in truth is a guerrilla who for the past 30 years has told the world about the Barolo territory

I met Elio Archimede when he came to Montalcino to promote our territory. It was during the heroic period f our land when there were few Brunello wine producers, but they were united in the desire to get their value known al lover the world. Archimede set up the communication plan based on real values: the hard work and commitment required by a high quality wine production, the local tradition, the tradition in wine, and lots more…. True values but those from which the Montalcino producers were trying to, maybe subconsciously, break away from, values that have slowly germinated and that now years later are the foundation of he pride of those who make Brunello. In the Liceo Scientifico di Siena (Secondary school based scientific subjects there was a class dedicated to those <<from the county>> relegated to those students, as in medieval times, coming from the province and still today saying <<you’re a farmer! >> is considered a heavy offence. For this reason maybe Elio Archimede seemed, at that time, less brilliant compared to some of his predecessors who structured their communication plan on famous people, glamorous events, and star dust. Today on the contrary his contribution takes on another meaning.

My successive collaboration with Elio Archimede and “Barolo & Co” regards the Movimento turismo del vino(wine tourism movement).

In this case too I am referring to the heroic years, 1995 or roundabouts. Elio was in charge of the Piemonte delegation. He was convinced that the development of tourism was the way to go in a beautiful territory with vineyards, with extraordinary wines, castles, hamlets and wineries that are gems such as those in Piemonte, Elio Archimede had to convince in a capillary way and met with many obstacles. At that time the wine making regions in Piemonte were not equipped to accept many tourists and more importantly there were few charm hotels

Or rather those able to offer a luxurious welcoming inside a historical context. The restaurants were on the other hand excellent, but regardless of the increase in excursions to wine making locations, the majority of the Piemonte wineries were shut to the public. The hard work of pioneers such as Elio, Mia Rosso, Raffaella Bologna, Anna Abbona has subsequently given excellent fruits but at the beginning it was a hard job.

Barolo & Co  reflects Elio Archimede: informed, reliable, courageous and even deployed in a firm way. Elio aspires for a wide spread development, a development which will give an opportunity to all and that will emphasize the potential of each territory without upsetting it. Is this utopia? I hope not, because I feel the same way as he does.

Read for you by Donatella Cinelli Colombini