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GIV boss steps down after 14 years

Published:  05 February, 2010

Emilio Pedron, the 65 year-old boss of Gruppo Italiano Vini (GIV) is stepping down after fourteen years at the helm of Italy's biggest wine group.

The trained oenologist from Trento, has spent most of his career with the group, which abandoned its pan-Italian Boticella brand in 1987 to focus on regional wines.

"I believe the strength of Italy is to be loyal to different regions, because people increasingly want a drink with culture," he once told Harpers.

"There's no doubt the varietal approach is much easier to push, but it has big limitations. No-one else can make Chianti, but the whole world can make Chardonnay."

Pedron, who will stay on the board of directors, leaves a company with ten wineries from Verona to Sicily whose brands include Lamberti, Chianti Melini and Frascati Fontana Candida.

In 2008 GIV completed its buy-out of Bolla, the big Soave and Valpolicella brand, from Brown-Foreman in the US. This boosted GIV's 2009 turnover to over Euros 300m.