It is the largest wine cellar of Italian wines, it boasts over 16 thousand labels from 2500 wineries in the beautiful country. The particularity? It is completely online, during the past year it has sold over 1.5 million bottles and is constantly growing. Let's talk about Tannico, which in the past few days has "exited" by selling the 49% of the a shares for 23.4 million euro Campari, percentage that can reach 100% starting from 2025.
Fundamental for the evolution and growth of the startup founded by Marco Magnocavallo It is certainly the link between innovation and Made in Italy, which has led Tannico to move from a small online winery to a successful example that can spur the entire Italian startup ecosystem to grow. Second Bob Kunze-Concewitz, CEO of Campari, the acquisition of Tannico will be "an essential part" of their digital transformation path, to build an "effective and strategically relevant" e-commerce channel.
Tannico was born in 2013 from the lucky intuition of Magnocavallo, a Milanese serial entrepreneur, and immediately stands out in the foodtech environment, quickly collecting important funding. In the last three years the company has grown by 150%, a trend recently strengthened by the lockdown, which has led Tannico to break even management.
The next step is to showcase the city
The Coronavirus emergency has indeed pushed many people to shop online: in the regions most affected by the pandemic, the company says, there has been an increase in sales - up to + 100% in Lombardy - together with a decrease of 10% in the average price per bottle. Fewer expensive wines such as Champagne, Brunello and Barolo but space for regional bottles with prices - usually - more contained, in particular from Sicily is Friuli Venezia Giulia.
As reported by one recent interview of the CEO Magnocavallo al Sole 24 Ore, the online winery does not focus on the race for low prices, but on the growing number of additional services for customers such as the "Whatsapp personal sommelier", which offers a personal purchase consultant through the well-known app of instant messaging, or the Tannic Flying School, a series of courses dedicated to the world of oenology.
But also services to partner wineries such as WinePlatform, a digital system to help wineries in logistics, and Tannico.biz, the B2B version of the digital winery, a preferential channel dedicated to restaurants, wine bars and the world of hospitality. This year Tannico also wants to land in the world of physical retail: two wine bars are scheduled to open in the Milan area, spaces where tasting events and evenings related to the world of wine will be organized.
Giacomo Porra
