a story since 1881
cheers to life.
brindisi alla vita
On these lands since 1930
The Serenas’ roots can be found in Venice, in the ‘Serenissima Repubblica’. There are traces of influential personalities belonging to this stock already in 1390, but it is only with Pietro Serena, in 1881, that he chose to focus on wine. He established his first wine in wooden kegs commerce in Crocetta Trevigiana.
The two following generations brilliantly realized that the distinctive value of their family business in the future would be based upon an innovative and passionate research of new solutions to preserve and carry their wine.
In particular, Adolfo Serena showed the two paths to follow in the future: he created new and important opportunities to grow and improve thanks to his idea to unite the commerce of wine in jugs with the wine in bottles market.
In 1967 Adolfo decided to build a new business structure in Susegana thanks to the positive results he got and the new perspectives that he wanted to pursue.
Two brothers’ innovative skills
In the middle of the ‘70s, Adolfo’s two sons, Giorgio and Gerardo Serena became part of the family business: Giorgio with his knowledge in chemistry and Gerardo with his skills acquired in the economic field, created a special synergy that became an exceptional engine for innovative technologies, problem solving ability and a strategical view. The two brothers’ innovative skills focused on social-economic dynamics and on the Ho.Re.Ca consumption habits. In 1987 they developed a revolutionary idea: wine in steel kegs. It was not only a technical innovation but it also brought profits on the commercial side.
This is what the market was waiting for because it solved every technical problem related to oxidation and it perfectly adapted itself to every administrative and logistical need in relation with mass catering.