Polvanera Apulian Wines Ready to Make Their Mark in Thailand
POLVANERA (or “black dust” in Apulian dialect) is the winery estate established by Filippo Cassano and his family more than 30 years ago. Guided by his father’s expertise, he decided to bet on a winemaking made in purity, mainly using a single-variety vinification approach to faithfully reflecting their own characteristics and “terroir”.
The 120-hectares estate produces only native grape varieties: Primitivo, of course, but also Aleatico, Aglianico, Minutolo, Moscato, Marchione, Maresco, Bianco d’Alessano and Falanghina. The unique rural landscape of Murgia, with dry-stone walls and white oaks framing the vineyards, is the perfect scenario where these noble productions took place since Roman times, using “bush training” for the old vineyards and “spur pruning” for the new ones.
POLVANERA’s mission is to keep traditions alive but enhancing them through the most modern techniques of organic farming and winemaking. Wines rest in stainless steel barrels, and red wines are bottled and stored to age in a limestone deep-carved cellar, at the constant temperature of 13°. No elevation in barrels is ever given, to avoid covering the delicate and elegant scents of the native varieties and to deliver the authentic taste of these extraordinary wines.
Sold in more than 30 countries around the world, these multiple-times-awarded wines are available in Thailand since 2020 with a special selection encompassing some of POLVANERA’s signature bottles as well as some high-quality but easier wines, branded as LA MARCHESANA.
We interviewed the entrepreneur and POLVANERA’s founder Filippo Cassano, asking him what led his brand to Thailand.
“Our company has operated in foreign markets since the very beginning. Along with some more “conventional” markets (like Germany or China) we are very much interested in places where the wine culture is growing quickly, and definitely Thailand is one of them”.
Why is this happening?
Filippo: I am not sure about that, but I think the deep-rooted local culinary tradition and the open mindset of Thais helped a lot in the process of making wine better known here.
How the Thai wine market looks like right now?
Filippo: Recovering, like many others. The pandemic was a shock, of course, but you can see rainbows only after the rain. Overall, Thailand is a very competitive place where one can find wines from all over the world. We are a family-run company producing native Apulian wines only, and in very limited amounts: we can’t compete in quantity, only in quality.
Filippo: Offering wines who faithfully represents our production area and its wine-making traditions. Our vines literally pop up from the limestone, in a windy and dry landscape; we are located not far from the sea, but still on the hills, where thermal excursions between night and day give the grapes signature scents and acidity. Wine fragrances thus are mineral and balanced. In a way, they are different from others. That’s why we present them as they are, without blending or adding anything: you may like them or not, but at least they are distinguishable. The more we will make consumers aware of this approach, the more we will get competitive.
What are the plans now?
Filippo: Last year was a special one for us: we were repeatedly awarded by the most relevant guides and sectoral juries. Our estate completed his renovation and enhancement. New products were added, like our Metodo Classico sparkling wines. Nonetheless, we all miss meeting in person our clients and partners around the world. The first point in the agenda is reconnecting with them, as the human factor is so important in what we do.
And in Thailand?
Filippo: The official launch of POLVANERA in Bangkok had to be postponed several times due to the pandemic: I hope in 2022 we will finally organize a big party with all our friends here. We are planning masterclasses and tasting sessions in Bangkok and Phuket, two fairs, a sponsorship for an art exhibition in Bangkok, and – for the first time – a wine masterclass for selected Thai wine specialists in Italy.
Strada Vic.le Lamie Marchesana, 601, 70023 Gioia del Colle BA, Italy
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