The wine industry is often steeped in tradition, yet the need for innovation is paramount to address ever-changing wine market, whether that be consumer preferences or environmental impact challenges. At Pomaio Green Winery emphasizing the balance between maintaining traditional practices and embracing modern techniques is essential to understanding its role in innovation. With this innovation always comes risk. From an interview that my peers had with winery owner, Leonardo Bihal, we can look at a thoughtful approach to risk management and insight into the innovation that goes into a rapidly evolving market.

Just over 20 minutes outside of Arezzo, Pomaio Green Winery sits in the hills of Tuscany. Located on top of one of these hills with a breathtaking view, this vineyard represents a long history of vineyards that have been located in this region in Tuscany. This history is essential into understanding Pomaio, its successes, struggles, risks, and innovation. Leonardo, the winery’s owner, articulated the challenges and risks associated with this dual approach, of marrying tradition with innovation, during an in-depth interview

Leonardo emphasized the importance of technology in understanding and combating risks related to managing and maintaining the vineyard. He noted,

“When I got here one year and a half ago, the way they used to run the vineyards was completely different than what we do now.”

This shift involved investing and introducing new technologies to monitor soil health and water levels, enabling more precise management of the vineyard as well as a more precise and consistent yield from the grapes. This is done through identifying which areas require more attention, reducing the risk of poor crop yields and ensuring higher quality grapes. In a region and industry steeped in so much tradition, it is interesting to look at these innovations and risks that Pomaio Green and Leonardo are taking. 

As we know innovation is not without its challenges, the same is true for Pomaio Green. Leonardo discussed the potential pitfalls of introducing these new risks, stating,

“If it didn’t work for some oaks, okay, we don’t buy for next time,”

discussing the failures and success that the winery had had with fermenting in different types of oak barrels. This illustrates a calculated approach to innovation: experiment with new ideas, learn from these risks, and adapt accordingly. In this specific example of the decision to experiment with different oak barrels, they aimed to enhance the flavor profile of their wines. This innovation carried the risk of consumer rejection, what if they preferred the way it was done before? What if it does not meet their expectations? These are the risks businesses take across the world when innovating, especially Pomaio Green Winery.

With these risks, Leonardo spoke on a main concern for him and Pomaio Green: facing the challenge of attracting younger consumers who may be losing interest in wine. Leonardo pointed out,

“Young people are losing interest in the wine,”

this challenge highlights a significant risk for the industry. To counter this trend, Pomaio Green is focusing on modern branding and sustainability, Leonardo proved this by acknowledging that

“everything matters, the label and the product.”

This approach to create a compelling narrative that resonates with a new generation of wine drinkers while also maintaining the winery’s commitment to quality, is a great example of balancing tradition and modernity as well as innovation and risk

Despite this relation with risk and innovation, Leonardo remains committed to this idea of combining both the traditional with the contemporary. He stated,

“Take what is good from the past and try new things,”

a great example of the winery’s philosophy of respecting heritage while embracing change. This approach not only requires taking risks but also fosters a unique identity for Pomaio Green in a crowded marketplace, where other competitors are more traditional with different mindsets than the young Leonardo.

The case of Pomaio Green Winery illustrates, as Kirk Duclaux might put it, the intricate “dance” between that of risk and innovation. Leonardo’s story serves as a powerful testament that while innovating and changing is difficult in an array of different ways, it is also rewarding and fulfilling for the potential to create and discover a new way of doing something. By embracing technology, exploring innovative practices, and connecting with young consumers, Pomaio Green paves the way for future success while also understanding the challenges that come with these risks. As Leonardo aptly noted,

“You have to move forward”

A reminder that progress requires stepping into the unknown and taking risks.