Italy’s largest wine company Gruppo Italiano Vini and the American Brown Forman Corporation are about to cement a major deal regarding wine producer Bolla of Verona.

Brown Forman owns, produces and distributes wines and spirits including Jack Daniels Bourbon. It is the current owner of the highly-respected Bolla, best-known for its Amarone and Soave.

According to GIV managing director Emilio Pedron, GIV will strengthen its position as leader of the Italian wine sector by increasing its consolidated turnover to a total of €300m.

GIV’s facilities are situated in all the most important wine-growing and producing regions of Italy so it controls wines bottled in all of the country’s most prestigious DOC zones.

GIV will acquire Bolla’s Pedemonte cellar in Valpolicella and take over existing contracts with its grape and wine suppliers.

Brown Forman will continue to run worldwide commercial and marketing activities, while GIV will manage distribution of Bolla brand wine in Italy.

Written by Michele Shah

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Michele Shah
Michele Shah
Decanter Magazine & Wine Writer

Michèle Shah is a wine critic, marketing consultant and travel writer who has been based in Italy for over 30 years. As a consultant, she specialises in promoting Italian food and wine in export markets. She organises and hosts her own Italian wine tours, combining winery visits and fine dining. She has written for many wine publications including Decanter, Wine Spectator, Wine Business International, Harpers and Corriere Vinicolo.