Giovanni Gaja, a 25-year-old, fifth generation, Italian winemaker, explains Gaja Wine’s decision to neither have a website nor social media presence, despite selling in 80 countries
He surprised everyone at the dinner table when he said that his wine company has no website and no social media presence. In the present time isn’t it hard to think of an offline-only business model of an Italian wine label that is sold in 80 countries. Also, what was more surprising was that the proud announcement came from the 25-yearold Giovanni Gaja, a net-savvy millennial.
The Gaja family, behind the eponymous wine label, established in 1859, still believes in upholding the old values of personal interaction, with dealers, suppliers and clients, and word-of-mouth publicity. “We follow the ‘less is more’ communication philosophy,” says Giovanni. “We don’t have a website because we think that on websites, one always tries to say the best things about one’s products and company,” says Giovanni. “Not that, that’s bad, but I think that we don’t need a website. If you go online, you will see that other people have written about us and you will get all the information you require.”
For Gaja family and their business, traditions, beliefs and ideas of their forefathers are extremely important, and by not going online Giovanni believes that he and his two sisters, fifth-generation winemakers, are respecting Gaja’s original model of communication. “We are an artisanal brand. We don’t follow market trends and believe in producing only the best,” says Giovanni. “Hence, we go our route.”
Also, Giovanni, a management and commerce student is aware of the perils of social media and has decided to not launch the wine label on it yet. “Social media platforms have their benefits, but it’s hard to have something different and original to say every day. If you can’t, you face the risk of sounding banal, and that would work against the brand,” says Giovanni.
هذه القصة مأخوذة من طبعة February 2019 من BlackBook — India's Luxury Insider.
ابدأ النسخة التجريبية المجانية من Magzter GOLD لمدة 7 أيام للوصول إلى آلاف القصص المتميزة المنسقة وأكثر من 9,000 مجلة وصحيفة.
بالفعل مشترك ? تسجيل الدخول
هذه القصة مأخوذة من طبعة February 2019 من BlackBook — India's Luxury Insider.
ابدأ النسخة التجريبية المجانية من Magzter GOLD لمدة 7 أيام للوصول إلى آلاف القصص المتميزة المنسقة وأكثر من 9,000 مجلة وصحيفة.
بالفعل مشترك? تسجيل الدخول
No Stone Unturned
BlackBook travels to Surat to explore the step by step journey of a Forevermark-approved diamond—and what the grading giant has planned for its india expansion
The Revival Of Retail
There is nothing quite like browsing through a physical store full of curiosities and beautiful things. Is that why we are seeing a resurgence of luxury boutiques?
Bringing Their A-game
Inside Mumbai’s snazzy co-working and leisure club, The A, a members-only space with a built-in prohibition-style speakeasy and a virtual reality zone
Will India Sail Through?
The long neglected coast of India has received a new lease of life from the Indian government which is developing its ports to attract cruise tourism to the country.
The Ultimate Address In Luxury
Stellar views and large living spaces are real estate gold when it comes to residential properties in a space-starved metropolis like Mumbai. Vivarea by K Raheja Corp, with its world-class amenities, offers the best of both.
The Design Doyenne
Gayatri Ruia has created a niche for herself in the world of luxury through her diverse pursuits in art, interiors and fashion.
The golden boy
Siddharth Kasliwal, who represents a vibrant new face of luxury, upholds his family legacy even as he forges ahead with his own vision of opulence.
Jaipur Hospitality's New Finesse
For decades, royal abodes have been Jaipur’s most esteemed getaways. Now, stylish havelis, impeccable boltholes and standout restaurants dot the landscape.
The Rajputana Thoroughbred
Motorcycle enthusiasts are racing to Jaipur for bespoke bikes with an Indian ethos.
Design Story
Good Earth tells tales of enchanted India, with a contemporary lens. BlackBook speaks to CEO Simran Lal about luxury, her inspiration and upcoming wellness offerings.