Varvaglione 1921 celebrates its 100th anniversary

A long family history, from the origins to the post-war period, from the launch on international markets, to the intuition of the younger generations


Marzia Varvaglione: Lots of new things, starting with the logo

Taranto. 2021 is an important year for Cosimo and Maria Teresa Varvaglione and their children Marzia, Angelo and Francesca. In 2021, Varvaglione 1921 reaches a milestone: 100 years in operation, celebrating an anniversary that marks the history of the company, but also of the entire country and especially the city of Taranto. The winery is among the few family-run companies in Puglia that have been making wine for 100 years while keeping ownership in the same family. “To be able to tell the story of 100 years is a privilege, and deeply moving,” says Cosimo Varvaglione. “I see what was done by my grandfather and my father, and it is an emotional memory. I am even more proud to see what is still being built upon, with the strength of a team in which I’ve seen my children grow. They are the future of this family-run company.” In the centennial year, there is a new project that is aimed exclusively at guaranteeing better brand recognition: a new logo.“There aren’t many families who can boast 100 years of history,” comments Marzia Varvaglione. “We wanted to play with the lettering and link our nuclear family today to our ancestors. Inserting the date as a substantial element of the logo honors the memory of those who 100 years ago placed the first cornerstone. We are grateful and proud to celebrate a name and a date that has become for all of us also the stimulus to continue along that road made of values, passions and love.” It all started with the one-man company “Angelo Varvaglione Vini”. There wasn’t really a logo, but rather a sign that directly reported the name of the founder. Already at that time, there was the concept of geo-localization: an integral part of the logo was the town name: Pulsano in the province of Taranto, confirming where it all got started.

What started as a family company grew, and the first substantial change both in the logo and the type of company came with it. From a one-man business, it became a limited company, and the personalization of the brand, an indication of company concept, was chosen: Vigne e Vini (Vines and Wines).

In 2003, the family name was added once again to the logo, becoming “Vigne e Vini Varvaglione.” It would have to wait until 2011 until there would be an important innovation. It is the year that the wine Papale Oro was created to celebrate 90th anniversary of the company. This iconic wine is among the most famous Primitivo di Manduria in the world. Not only, but also in 2011, the letterhead and labels read for the first time “Varvaglione Vigne e Vini.”

The choice was clear and determining: focus on the family name and make Varvaglione a recognizable brand, immediately associated with quality wines. Only in 2016, after intense work on a national and international level, with Varvaglione wines being included in portfolios of new clients all around the world, was the time ripe for focusing on a brand that recalled the family and its origins. Thus in 2016, “Vigne e Vini” disappeared and

it all went back to the beginning, where it began. The company from Taranto made its logo “Varvaglione 1921”: the family and the year the company was founded were the values to showcase.

In this centennial year, Varvaglione 1921 launches its new logo, in a font especially designed for the company. A milestone that consolidates the winery’s identity