Piernicola Leone de Castris

I represent the sixteenth generation of winemakers operating in Salento

Mr. Leone de Castris, you are one of the Italian members of the Henokiens Association. Could you introduce yourself to our readers?

> I am Piernicola Leone de Castris. I represent the sixteenth generation of winemakers operating in Salento, descending from the Counts of Lemos, and the third generation if we consider the bottling activity that began in 1925 with my grandparents, Piero Leone Plantera and Lisetta de Castris. I have been managing the company for many decades; I began following certain business aspects while still a minor, and dedicated myself completely after graduating in Economics and Commerce in Bari at the age of 23. Alongside my traditional activities, I have always been involved in Trade Associations, holding provincial, regional, and national positions. In recent years, I have expanded our wine production from the historic provinces of Lecce, Brindisi, and Taranto to the Murge area of Bari, on a property in Noci inherited from my mother’s family. In 2023, I was appointed Cavaliere del Lavoro (Order of Merit for Labour) and in 2024, Cavaliere di Gran Croce (Order of Merit of the Italian Republic) by the President of the Republic.

Could you introduce us to your company and its activities?

> Our company is primarily dedicated to the promotion of native grape varieties from Salento and the Murge area. Leone de Castris is the oldest winery in Puglia and one of the longest-running in Italy. We were national pioneers: with the 1943 harvest, we were the first to bottle rosé wine—the famous Five Roses. We produce various appellation wines: Salice Salentino DOC (a designation born largely thanks to our efforts), Gioia del Colle Primitivo, and Primitivo di Manduria; IGT wines from Salento, Murgia, and Puglia; Classic Method and Martinotti sparkling wines, and high-quality distillates.

What have been the most significant milestones for your company in recent years?

> In recent years, we have focused on innovation, sustainability, and the enhancement of our territory, without ever losing sight of our tradition. We have expanded our product range and strengthened the international presence of our wines, always maintaining high quality.

Could you tell us a few words about your main medium and long-term projects?

> Our goal is to continue promoting native vines and consolidating the international reputation of our brand. We are investing in sustainable techniques, oenological research, and local promotion to leave a more solid and respected company to future generations.

In your opinion, what are the reasons behind the longevity of your company?

> I believe our longevity stems from passion, attention to quality, and respect for tradition, combined with the ability to innovate and adapt to changes in the market and consumer tastes. Each generation at the helm has faced new market challenges responsibly and with an open mind. We have never forgotten the past, but we have always looked toward the future.

Does the exceptional longevity of your company serve as an argument in your relationship with customers?

> Absolutely. Our customers appreciate that behind every bottle lies a centuries-old history, which testifies to experience, reliability, and consistency. A long tradition is a distinctive and reassuring element for the consumer.

Do the traditional values that represent your company’s strength also constitute an advantage in terms of research and innovation?

> Yes, because knowing and respecting our history allows us to experiment with confidence. Traditional values provide the solid foundation upon which we build innovations that remain consistent with our brand identity.

What are, in your view, the main risks your company must face to preserve its independence?

> The wine sector, especially recently, is going through complex times. On one hand, we face unjustified criticism regarding wine consumption, ignoring that, when consumed responsibly, it can be an ally to health. On the other hand, global economic difficulties and international tensions inevitably influence our country. Despite this, wine continues to represent culture, identity, and a healthy economy—a heritage that deserves to be protected and valued.

Has your family’s will to keep the company independent required difficult choices over the centuries?

> If so, can you mention some? Yes, over the centuries we have had to face complex decisions, balancing investment, growth, and the protection of family heritage to ensure continuity and independence. Preserving independence always requires courageous choices and sacrifices. About sixty years ago, my father decided to buy out the shares of several relatives who did not wish to continue in the business. On his own, and by sacrificing other business activities, he committed himself to ensuring the winery's continued growth.

Is the succession of your company to a family member governed by clearly established rules?

> Yes, there are rules that outline a path. It is better for the business to be managed operationally by whoever demonstrates the greatest aptitude. Continuing the legacy must not be an obligation, but a convinced and conscious choice.

Is the new generation already present in the company?

> I have two children: Marialuisa, who is studying Psychology, and Piersalvatore, who is studying Political Science. Currently, Piersalvatore is primarily involved in certain aspects of the company, while in the future, Marialuisa might also take charge of other areas. Furthermore, our family manages other companies active in different sectors, offering further opportunities for growth and specialization for both.

Do you have a message for those who would like to undertake the creation of a family business?

> Creating a family business requires passion, dedication, and a long-term vision. It is fundamental to respect tradition, but also to know how to face new challenges with courage and ambition. The family can be an extraordinary strength if united by shared values and clear objectives.