The Pietro Era

“I knew my great-grandfather, but not my grandfather, becuase fate decreed that the father outlive his son,” says Andrea Sartori, President of the company, “Despite a rather grumpy character, he had certain affection for my brother and me.” Sartori di Verona was founded out of the entrepreneurial spirit of grandfather Pietro.

Eccentric yes, but from a business point of view magmatic. His days were spent in a thousand different undertakings. However, this whirlwind of interests reached a turning point, stability, in the running of his trattoria.

It is the last part of 1800s: Pietro Sartori’s trattoria was a place that could not be missed for merchants, small industrialists, and businessmen of the area, for whom Pietro could never lack the best Rosso Veronese, as it called back then.

It was this inn and its strategic location that would turn Pietro into a wine merchant: the daily pouring over the counter and the direct sales to the public in demijohns and bottles made it necessary to have a steady supply of wine that was sufficient in both quantity and quality.

Thus, in 1898 grandfather Pietro bought his first vineyard in Negrar, so that the good wine would always be on the tables of his devoted clientele. In those days, horses had to carry people and goods, and Peter rode like a pioneer determined to find opportunities to expand businesses everywhere job opportunities and growth arose, in Verona, in Brescia, on the shores of Lake Garda, and lower Trentino.

A flourishing business definitely did not deter him, however, from his desire to have a large family: he had five children and he made them all study, encouraging them to attain a degree, something that was not too common at that time.

Now among the Sartori family, there stood a lawyer, an engineer, a doctor … and Regolo, the sole heir to exhibit, without a doubt, a calling for wine.

It would be Regolo, who would take charge of the company after Pietro’s retirement and re-launch the family’s trademark towards the second half of the last century.