Women and Wine #3 Sara Moscone - Cantina Moscone

On the occasion of Women’s Day we publish a new installment of our column paying tribute to the great women of the Langhe: both those whose names are well known and those who acted “in secret,” and who had to carve out their place in the world during particularly difficult times.

Women and wine, the voice of the producers of Langa, Roero and Monferrato

Women and Wine aims to be a column that gives voice, time after time, to a female figure in the enology and viticulture of Langhe, Roero and Monferrato. A woman chosen for tenacity, courage, who in our opinion has something to teach.

How masculine is the world of wine still? Does any trace still remain, in any way, of the “roles” of the past? Without knowing the answer, but with an interest in asking the question, we interview some of the best-known women in this field.

In one of the most coveted and prestigious destinations in the Langhe, La Morra, stands Cantina Moscone, a winery that combines the tradition of an area renowned for its wine with a renewed and vibrant vision.

At the center of this gentle revolution is Sara Moscone, the star of this edition of “Women and Wine.”

Sara’s story is one of those narratives that demonstrate how often the most unexpected paths can lead to the most authentic destinations.

What was your inspiration for pursuing the career? What specifically do you deal with in the company?

SARA — My family has always had a deep connection with wine production. Both of my grandparents were producers, my maternal grandfather in particular left an indelible imprint on our company and me.

I tried to do two years of practice but lawyering was not for me, I would go to court and invite people to the basement

My professional journey began in a rather unusual way. I studied law, thinking of pursuing a completely different career. However, the craft of winemaking is something that is in my blood, and it was natural to devote myself fully to the winery.

I am mainly in charge of personnel management and the whole business side, while my cousin follows all aspects of viticulture and production.

What were the biggest challenges you encountered as a young woman in the industry? How did you overcome them?

SARA – My experience in business has been marked by some significant challenges. Initially, many people expected to deal with men, which made it more difficult for me to be taken seriously, also being very young. This was one of the first barriers I had to overcome.

Convincing my family that it was necessary to revamp the brand and the way we communicate was not easy. For the older generation, seeing wine labels change was almost traumatic.

Another major challenge has been generational change within the company. I noticed that the method we were using did not allow us to take full advantage of our great potential.

Today I can proudly say that the results achieved have proven the value of those innovative choices.

What are your long-term goals?

SARA — One of our primary goals is to significantly expand production. We currently produce about 80,000 bottles a year. Our goal for the next year and a half is to produce about 150,000.

Internationally, we are aiming to enter the markets of new countries. In Italy, we aim to intensify our business presence, particularly in the north, where it has so far been less pronounced than in the center and south.

How do you see the evolution of the role of women in the Langhe wine industry in the coming years?

The wine industry has a special charm that deeply affects women who are passionate about this profession

SARA — I firmly believe in the increasing role of women in the wine industry, and I am convinced that, in time, this will become even more evident and influential.

I recognize the importance of help and support from men, especially in the more physically demanding tasks, but it is essential to value women’s contributions in all phases of wine production.

I am convinced that if the world of wine continues to expand as it is doing, we will see more and more women approach and contribute significantly to this industry.

Their presence, already increasing, will become an increasingly fundamental and distinctive element in the wine scene.

What is your company special in?

SARA — Our company is distinguished by the youth and vibrancy of its team, with an average age of about 30. This characteristic is fundamental to our identity and the way we operate.

What truly makes us unique is the unity and cohesion that characterizes our team. We always do our best to confront each other on every aspect of the work, always operating as a united group.

It is this close and continuous collaboration that allows us to pay attention to every detail in order to produce a product that, first and foremost, satisfies ourselves.

What advice would you give to other women interested in entering the wine industry?

SARA — I would recommend focusing first on the aspect of the job that you are most passionate about, the one in which you feel comfortable.

It is essential to surround oneself with collaborators who share the same passion and spirit, people with affinities and similarities, to grow together in an environment based on fellowship and shared ideas.

This aspect, although not easy, I think is the one that is fundamental to success and satisfaction in one’s work.