When we talk about Poggio Antico, our thoughts almost always turn to the vineyard – especially in these journal entries. Naturally so: it's where we spend most of our time, and where every decision begins.
But Poggio Antico exists beyond Montalcino, too. It lives in our travels, in conversations with importers, sommeliers and customers, in constantly evolving markets, and in the questions asked by people tasting our wines on the other side of the world.
When we launched this Journal, we promised to share what life at Poggio Antico is really like. This time, I thought it was only right to hand the microphone to Riccardo Bogi, our Sales & Marketing Manager, and ask him to tell us about an equally important part of our work: international markets.
Riccardo, let's start with the bigger picture. What's happening in international wine markets today?
It's a complicated moment – certainly harder to read than it was just a few years ago.
Several factors are converging at once. Some are short-term challenges: geopolitical uncertainty, unfavourable exchange rates, tariffs, inflation and rising costs. Others are longer-term shifts, like climate change, evolving drinking habits and growing interest in moderation.
The result is that the entire market has become more cautious. Importers, distributors and customers alike are taking fewer risks. They're buying less, but choosing more carefully.
So has the commercial side of the business changed?
Very much so. Today, selling wine isn't enough. You have to build trust. You have to support your markets, educate them and develop genuine relationships with importers, sommeliers, restaurateurs and consumers.
In a more selective market, consistency becomes a commercial asset as much as a production value. People want to understand what's behind the bottle: not just the quality of the wine, but the seriousness of the project, the consistency of the style, the strength of the company and its ability to stay true to its vision. I think that's where Poggio Antico has something meaningful to say.
In that context, what's most important for a winery like ours?
We're fortunate to work within one of Italy's great appellations, but we can't simply present ourselves as "another Brunello producer." Internationally, there's tremendous interest in Montalcino, but there's also a tendency to simplify everything into familiar categories: Brunello, Tuscany, Italy, tradition.
Our job is to go beyond that first impression and explain that even within a historic appellation there are many different ways of interpreting Sangiovese. Ours is built around altitude, ventilation, precision and depth, while always remaining true to the land the wines come from.
Are the United States still a key market for Poggio Antico?
Absolutely: the US has an incredibly knowledgeable wine community, a strong cultural connection with Italy, and consumers who continue to recognise the value of wines from Montalcino.
Naturally, the recent discussion around tariffs has created uncertainty and may affect both perception and volumes in the months ahead. For now, demand for our wines remains strong, but it's something we need to approach with clarity and perspective.
That's why we continue to invest in being present: travelling, visiting the market, organising tastings, meeting people face-to-face and telling our story. The United States remains a strategic market for us over the long term, while at the same time we're strengthening our presence across Europe and investing more energy in emerging and fast-growing markets.
From your perspective, what does it mean to take Poggio Antico beyond Montalcino?
First and foremost, it's a responsibility: you're representing a place, an appellation, a community of producers and the daily work of everyone who helps shape the identity of this estate.
Whenever I travel or meet wine professionals, I bring our vineyards with me. I bring our style, our farming decisions, our work in the cellar—but also our commitment to maintaining the balance between technical precision and respect for a living ecosystem.
There are countless stories you can tell, but identity always has to remain at the centre. What interests me is explaining why our wines have such a distinctive style, why they aren't made to follow the flavour of the moment, but to express, consistently and honestly, what Poggio Antico is today. To me, that's one of the most important parts of the job. It's not about chasing customers or trying to please everyone. It's about creating the conditions for people to understand – and recognize – the value of what we do.
So commercial work is also about translation?
Absolutely. Sales isn't just about selling wine. It's about translating, listening, telling stories and creating opportunities to share them.
You have to adapt your language without changing the message. You have to understand the needs of each market without compromising your identity. And you have to build relationships without turning the company into something it isn't.
That's probably the most important part of my job. Taking Poggio Antico beyond Montalcino means allowing our wines to travel – but also the ideas, values and philosophy that give them life.