From the love for the red earth and the vineyards that the Djokovic family and Luca Serena share, an exclusive and strategic cooperation is born. Thus, projecting the Conegliano company towards the Balkans. Serena Wines 1881 – historic family company from Conegliano, leader in the production of Prosecco DOC and DOCG – is now the exclusive distributor of Djokovic wines in Italy. Specifically of two labels, a Chardonnay and a Syrah, produced by the family winery managed by Goran Djokovic, Nole’s uncle, in the Serbian district of Šumadija, village Lipovac, between Arandjelovac and Topola, an area known for its rocky and ferruginous soils and therefore for the typical red color of the earth. The two wines produced here are highly recognizable and with character, they unequivocally tell their origin, just as Goran intended.
Serena Wines 1881 exclusive distributor of Djokovic wines in Italy
Here is therefore a cooperation that draws inspiration from the love for red earth fields (this time not those of the vineyards) and for high quality wine, a love that therefore unites the names of the Serbian champion and Luca Serena, the fifth generation now at the helm of Serena Wines 1881 as well as a professional tennis player – who won gold at the ITF Over40 World Championships in the men’s doubles in Lisbon on August 17 – and a volcanic CEO who divides his time between sports championships and business administration, without ever missing a beat.
Luca Serena comments:
“In a moment of great personal satisfaction for my recent tennis achievement, I am happier and more enthusiastic than ever to announce this prestigious cooperation, which not only links the name of Serena Wines 1881 to that of the Paris 2024 gold family but brings our company even closer to the world of sport, whose values and teachings we have always shared”.
“This collaboration allows us to enrich our proposal with two niche still wines and therefore to raise our portfolio, working hand in hand on the positioning of our flagship brands Champagne de Vilmont, Audace Underwater and Ville d’Arfanta, towards a premium Horeca target”.
“At the same time, we hope that the name of the Djokovic family can support Serena Wines 1881 in its expansion process in the Balkans, starting from Serbia, where we intend to start a path of communication and promotion of the brand linked precisely to sport and in particular to tennis, which I have personally practiced since I was a child, with passion and dedication.”
