How much is Brunello worth?
The Brunello brand has an estimated value of 700 million Euro according to the Monza Chamber of Commerce, but the productive estimate of Brunello maybe is more than two billion
Read for you by Donatella Cinelli Colombini
argiano-landscape
In 2013 the business regarding the 250 producing wineries, of which 208 also bottle, was valued 165.000.000€ , a third with respect to the brand which is the engine of the local economy. A very high evaluation which finds an explanation in the diffused economy and in the value of real estate which the name Brunello brings with it. Restaurants, hotels, country inns, wine shops, travel agencies….. there are plenty in Montalcino, only thanks to Brunello. And the value of the land and the rural buildings also finds an explanation only in the brand and in the price of the bottles.
A recent estimate by WineNews regarding Tuscan vineyards underlined how the 3,3 billion euro of total value contain a large slice from Montalcino. 2.100 hectares of Brunello for an average price of 300.000 € bring us to a total of 630 million Euro to which must be added the remaining 1.400 hectares of Rosso di Montalcino, Sant’Antino, Moscadello and Supertuscan vineyard, so as to
Poggio-di-sotto
reach roughly 900 million Euro in all. Not only the vineyards but all the real estate values in Montalcino result being high and untouched by the crisis. In fact, Knight Frank, the largest real estate agency in the world ,in its annual report, has indicated Tuscany, straight after Mendoza, as the wine making region with highest increase in prices, with + 20% in 2013. The most requested in Montalcino is the very large historic villa, with up to 10 bedrooms. So buying in the
Podere-Brizio
Montalcino area does mean being a millionaire or nearly so, and in fact the most recent sales have gone to personalities in the Forbes list.
This information does confirm the evaluation of the Brunello brand done by the Monza Chamber of Commerce and permits us to roughly calculate the total value of the Brunello system. Adding brand, vineyards, wineries with their wines one reached the astronomic amount of two billion. There’s no two ways about it, Brunello really is a gold mine!