The Brunello di Montalcino Wine Consortium opens a new chapter in its governance by appointing Guglielmo Ascheri as its new Director. The appointment, officially announced on April 2, comes at a strategic moment for one of the most emblematic denominations of Italian enology, now called upon to consolidate its prestige, international positioning, and dialogue with increasingly complex markets. Ascheri succeeds Andrea Machetti, who served from February 2023 until last December, taking over leadership at a time of strong visibility for Brunello.
Who Is Guglielmo Ascheri: A Cross‑Disciplinary Profile Between Marketing, Sport and Territory
Originally from Siena, Guglielmo Ascheri brings with him a professional background that is unconventional for the world of wine consortia—and for this very reason particularly compelling. A manager with over 15 years of experience in sports business, he has developed expertise in strategic partnership development, commercial growth, and the management of relationships with companies, organizations and institutions.
Holding a degree in Economics and Business and an international Master’s degree in Strategy and Planning of Sporting Events, Ascheri has always maintained a close bond with his territory of origin, with the aim of contributing to its enhancement and growth. This background introduces into the Consortium a transversal vision, capable of engaging with different worlds and identifying new opportunities for storytelling and positioning the denomination.
Continuity and New Perspectives
Commenting on the appointment, Giacomo Bartolommei, President of the Brunello di Montalcino Wine Consortium, highlighted the strategic value of Ascheri’s arrival:
“We are very pleased to welcome Guglielmo Ascheri, a true Sienese, into the Consortium. His professional background and the experience gained over more than fifteen years in sports marketing, together with his strong connection to the territory, represent a valuable contribution to the activity of our organization. His transversal skills will also allow us to broaden our perspectives and develop new synergies beyond the wine world. We are confident that under his direction the Consortium will continue to strengthen the positioning and prestige of the denomination. I would also like to take this opportunity, on behalf of all members, to thank Andrea Machetti for the important work carried out over the past three years.”
For his part, the new Director does not hide the weight and value of the role, using language that places community, territory and shared responsibility at the center:
“Becoming part of this community represents a great honor and an important opportunity for growth for me, not only professionally but also personally. Above all, it is a responsibility that I feel deeply. The Consortium, together with its members and the extraordinary territory it represents, constitutes a unique heritage of our country: a symbol of excellence and an identity recognized and appreciated internationally. I therefore wish to express my sincere thanks to President Bartolommei and the entire Board for the trust and esteem they have shown me. I will approach this role with commitment and a full sense of responsibility, putting the experience and skills I have developed so far at the service of the Consortium, with the aim of contributing concretely to the development, growth and valorization of the denomination.”
A Direction That Looks Beyond Wine for the Brunello di Montalcino Consortium
Ascheri’s arrival comes at a time when Brunello di Montalcino is called not only to defend its role as an icon, but also to renew the language through which it engages with markets, institutions and an increasingly diverse audience. The skills he has developed in fields beyond enology pave the way for an approach that integrates promotion, territorial branding and the construction of strategic relationships—elements that are now central for major denominations.
The Brunello di Montalcino Wine Consortium thus entrusts its direction to a figure who combines deep territorial roots with a contemporary vision, confirming its intention to shape the future of the denomination not only through the intrinsic value of the wine, but also through the ability to narrate it, protect it and position it within the global landscape of excellence.
