A project designed to enhance the best of Italian wine worldwide. EFI Fine Wines is born—the ultra-premium spin-off of Edoardo Freddi International—marking a new chapter in the evolution of Made in Italy wine exports. Led by Martino Bettini, EFI Fine Wines is an exclusive platform dedicated to high-end labels, with the goal of showcasing the finest Italian productions through the values of heritage, prestige, sustainability, and high-quality communication.
EFI Fine Wines: A New Paradigm for Made in Italy Wine Exports
Officially launched in 2025, EFI Fine Wines was created within Edoardo Freddi International (EFI)—Italy’s first export management company dedicated to the wine sector—and aims to reshape the presence of Italian wine in global markets by combining a strategic and selective approach with the ability to highlight territorial identities.
“Today we want to talk about value creation, through price, quality, and communication,” explains Martino Bettini, Director of EFI Fine Wines. “EFI has built bridges and structures in international markets, growing a portfolio that needed to be better narrated. With EFI Fine Wines, we want to more effectively explain the unique characteristics of our top-tier wineries: we’re talking about true ambassadors of Italian winemaking.”
Heritage, Prestige, and Sustainability: The Pillars of the Project
EFI Fine Wines is based on rigorous selection criteria that reflect the founding values of the initiative. The first is heritage, understood as the ability of wineries to preserve and pass down an authentic and recognizable story over time. This is joined by ultra-premium positioning, placing the project’s labels in the highest market segments, destined for the world’s finest restaurants, wine bars, and collectors. International recognition is also essential, ensuring consistent quality and a solid reputation among critics and industry professionals. Last but not least, the ESG sustainability principle, interpreted broadly—not only as environmental responsibility but also as cultural and social commitment that enhances local territories and communities.
“To be part of EFI Fine Wines means representing the best of Italy on the international stage,” adds Bettini. “Each winery is part of a project that combines credibility, prestige, and long-term vision.”
EFI Fine Wines: A Portfolio of Italian Excellence
EFI Fine Wines debuts with four iconic names from the Italian wine scene: San Leonardo from Trentino, Michele Satta from Bolgheri, Monteverro from the Tuscan Maremma, and Montevetrano from Campania. These are the first wineries to fully embody the project’s values and represent a mosaic of territories and styles that tell the story of the diversity and strength of Italian winemaking. The portfolio will be gradually expanded to include a maximum of eight to ten wineries, each selected for its uniqueness and alignment with the founding principles of EFI Fine Wines.
Global Presence and Targeted Strategy
EFI Fine Wines will operate in 70 countries, with particular focus on strategic markets such as the United States, United Kingdom, Northern Europe, and Asia—especially Japan, Korea, and Vietnam. The initiative will be coordinated by Martino Bettini and supported by six specialized export managers, dedicated to building direct and long-term relationships with international importers, distributors, and buyers. In addition to traditional channels, EFI Fine Wines will also be present in the Travel Retail segment—at airports and train stations—and on selective digital sales platforms, to reach a global audience of travelers and fine wine enthusiasts.
“Our goal,” comments Edoardo Freddi, CEO and Founder of EFI, “is to redefine how Italian wine is presented to the world. EFI Fine Wines is not just a commercial project, but a selective platform that creates connections between Italian excellence, buyers, and global enthusiasts. We want to offer a consistent, modern experience that enhances Italian wine with a contemporary and authoritative language.”
A Natural Evolution for Edoardo Freddi International
With over €112 million in managed turnover in 2024 (+8.2% compared to 2023) and 30 million bottles sold worldwide, Edoardo Freddi International confirms its leadership in wine export management. EFI Fine Wines represents the natural premium evolution of this journey, designed to further elevate high-end brands through more targeted storytelling and tailored management.
“Our mission,” concludes Bettini, “is to manage allocations, strengthen the reputation of Fine Wines wineries, and improve perceived value through more effective communication. EFI Fine Wines was created to build, together with our partners, the future of high-end Italian wine around the world.”
