A long family history, from its origins through the post-war period, to its launch on international markets and the insights of new generations
Marzia Varvaglione: many new things, let’s start with the logo
2021 is an important year for Cosimo and Maria Teresa Varvaglione and their children Marzia, Angelo, and Francesca. In 2021, Varvaglione 1921 reaches the milestone of 100 years, celebrating an anniversary that marks a piece of the company’s history, but also of the entire country and the city of Taranto. The winery is one of the few family-run businesses in Apulia that has been producing wine for a hundred years while still being owned by the same family. «Being able to tell a hundred years of history is a privilege and a deep emotion,» says Cosimo Varvaglione. «I look at what my grandfather and father accomplished with the emotion of memory, and I am even prouder to see what continues to be built with the strength of a team in which I see my children growing—who are the future of this family business.» In the centennial year, a new logo is launched, an operation also aimed at ensuring greater readability. «There are not many families that can boast a hundred-year history,» comments Marzia Varvaglione, «and we enjoyed playing with the lettering and linking our current family unit to that of our origins. Including the date as a substantial element of the logo honors the memory of those who laid the first stone a hundred years ago. We are grateful and proud to celebrate a name and a date that also serve as a reminder to continue on that path made of values, work, and love.» It all began with the sole proprietorship “Angelo Varvaglione”. There wasn’t a real logo, but rather a sign that directly referenced the name of the dominus. Even back then, the concept of geolocation was present: an integral part of the logo was the indication of Pulsano in the province of Taranto, confirming the place where it all began. What started as a family business grew, and the first substantial change occurred both in the logo and in the company’s legal structure. From a sole proprietorship, it became an Srl (limited liability company), and a personalized brand was chosen to reflect the company’s concept: thus, “Vigne e Vini” was born. In 2003, the family name returned to the logo, becoming “Vigne e Vini Varvaglione”. A major change came in 2011—the year of the launch of Papale Oro, celebrating the 90th anniversary of Varvaglione. Papale Oro became an iconic wine, one of the most renowned Primitivo di Manduria wines in the world. Also in 2011, the letterhead and labels featured for the first time “Varvaglione Vigne e Vini”. The choice was clear and deliberate: to focus on the family name and make Varvaglione a recognizable brand immediately associated with quality wine production. Only in 2016, after extensive work both nationally and internationally and a widespread effort to include new clients in the company’s portfolio worldwide, was the time ripe to focus on a brand that returned to its roots—to the family, where it all began. In 2016, “Vigne e Vini” disappeared from the communication, and the emblematic logo of the Taranto-based company became “Varvaglione 1921”. The family and the founding year thus became the key elements to highlight. In this 2021 centennial year, Varvaglione 1921 launches a new logo, with a typeface created specifically for the company. A milestone that consolidates the identity that unites the winery with the family.
