“The
Italian wine
in a can“.
Scroll down to know more about our story.
From A Damigiana
A Family Tradition
From a Damigiana to a Can Everything started when I was a young boy, in the North of Italy. Every year, my grandfather would take me to Langhe or Asti region to pick up the “Damigiana” – a large glass container, usually of 54 liters. In those days, my family, like many others, would buy wine from very small producers who had a small vineyard, made wines primarily for their family, and were able to make a few extra liters to sell to friends. My grandfather would buy a few Damigiane and then “transfer” the wine to standard 2 liters/67.6 oz bottles so that our family could enjoy a few sips at every meal. It was a regular tradition for my and other families – i.e., buying wine once a year from small producers and enjoy it at every family reunion.
From A No’s To A Dream
Never Give Up
After a few years in the US, I still had amazing memories of this Italian tradition that would bring my family together from the moment of buying the Damigiana, through transferring the wine, and to enjoying a glass during our meals. Sadly, during COVID, this tradition had to stop. But luckly that brought an opportunity for everyone to reinvent themselves. During that time, I decided to bring this tradition to the US, but in a more modern, fun, and pop way. The beginning was extremely hard – I received so many “no’s” from I am not sure how many producers in Italy. No one could see their wines being sold in a can. They thought that was against their tradition, but didn’t realize that the new medium had the potential of bringing their beloved product to the same (and more) families than they had been able to do before, all while keeping the same (or even superior) quality. After 18 months of trying, I finally found a “cooperative” that collects wine from local farmers (who don’t have the technology or know-how to make their own bottles) and turns into a variety of containers, including cans. My dream was finally going to become reality. Why a Can? It is fun, sustainable, and suited for different occasions or clientele, including ones that traditional bottles cannot serve.
Roberto Longo
CEO&Founder
I was born in Piedmont and I have always worked in hospitality, most of my time as a sommelier. I started in Europe and had experience in England, France, Italy, before coming to NY, which now I consider home. I have learnt from my mentors that a Sommelier in a restaurant can be very intimidating for most people… that it’s up to us, Sommeliers, to make sure everyone feels comfortable and help them to choose the right bottle. If clients are comfortable, price is never the most important criteria because the bottle is helping them create a memory.
Giulio Petrone
Executive Creative Director
Giulio Petrone is a talented Creative Director and Visual Artist from 8throom CreativeStudio, in Turin. Passionate about creativity, directing, and photography, Giulio is always in search of new inspiration to shape the future of communication, even venturing into underground and experimental areas. His career is characterized by a strong focus on innovation, experimentation, and originality, which have made him a prominent figure in the Italian advertising and communication landscape. Giulio is bringing the creative talent to interpret something as traditional as wine in a much more modern yet authentic lens. The creation of the design and the quality of the product, are the two things that make us proud every day.
How To Reach & Find Us
Retail Account Or Media Inquiries
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Please contact at hello@sugheroitswine.com
