Matthew Fioretti is not everyone’s cup of tea. The man at the helm of Cerbaiona doesn’t mince his words – and he’s got firm views on, well, I suspect pretty much everything. But he’s also unwaveringly honest, with a frank approach that is enjoyably refreshing – and rather unusual in the fine wine arena. He’s got a vision and story, one that he wants to tell, but it’s not one that’s been spun by a PR agency; it’s his.
Fioretti has long been involved in the world of wine, running an import business in the US (Summa Vitis), which focused largely on Italian wine. He moved to Italy in 2004, and shut down the Summa Vitis operation in 2009 as he set his sights on making wine himself. After a few false starts, he heard that Diego Molinari – the longtime owner of Cerbaiona – was looking to retire. Along with a group of investors (the most significant of which is the American collector Gary Rieschel), Fioretti purchased the property in 2015, reportedly for €5.8 million.
Molinari was in his 80s and it was clear that – while the site itself was exceptional – the property was run down and needed work. As we reported a few years ago, he promptly embarked on a radical project to restore the property and unexpectedly decided to declassify the 2014 and 2015 vintages to Rosso di Montalcino, only releasing the first Fioretti-era Brunello in 2021, with the 2016 vintage – the first to be made entirely by the new team.
Now, almost a decade later, he’s starting to be able to realise his vision for the estate – as we discovered on a visit earlier this year, with problems that “aren’t easy to solve”. The challenge, he explains, has been evolving from an “artisan” to an “atelier”. Under Molinari, the property developed a legendary reputation, but the operation was rudimentary – a traditional, family business, doing things the way they had always been done. Fioretti wants to bring the estate into the modern era, elevating the terroir with technical precision to craft wines that continue the Cerbaiona legacy. It is, he says, “a transition I wasn’t expecting to make”, but one that he feels is essential to safeguard Cerbaiona’s future.
The distinction between artisan and atelier is a nuanced one – but one that comes down to an emphasis on craft rather than art, with a commitment to consistency, for which precision and hygiene in the winery are key, as well as a high level of technical knowledge. He confesses that he had envisaged having a more hands-off approach in the winery, having imported a lot of natural wines in his previous career, but has rapidly realised that top-level winemaking is full of “necessary compromises” (diving into issues like the fault quercetin). As a craft, winemaking can’t just be subject to the “whims of the producer”, as he suggests is the artisanal way. “I prefer to work more meticulously,” he explains.
The American talks at pace, flitting from TS Eliot and the concept of “the pure critic” to Albertolli and neoclassicism, in amongst technical detail about fining and filtering. The estate is closed to visitors, deliberately to avoid distraction from what Fioretti wants to be spending his time on – making wine. As he whizzes us round the winery, our heads spinning as we try to absorb every detail, he talks us through exactly how he’s bringing new exactitude to the operation.
The vineyards have all been replanted and a steep-sloped olive grove replaced with vines, all with selected rootstocks and clones sourced from France’s Guillaume nursery, to give them the best possible raw material. Once seen as too labour-intensive to farm, he’s convinced the ex-olive grove might just be the best site on the property. The rustic old stables and granary that acted as the cellar and winery have been carefully renovated, with water and drainage installed throughout, and the equipment all updated. Importantly, Fioretti has added a full in-house laboratory – something that is exceedingly rare for a property of this size, let alone Italy where the high-tech approach is far from the norm.
The fruit is now all chilled after harvest, de-stemmed and cold-soaked, using inert gas to protect the must. While he used upright wooden tanks for fermentation for his first five vintages, Fioretti switched to stainless steel to allow for better hygiene and temperature control (preferring a maximum 26̊C), as well as allowing him to programme them for automated punch-downs and pump-overs. He’s started co-inoculating for primary and malolactic fermentation, meaning the wines go into barrel very clean – and can be sulphured right away.
These are tweaks, minor modernisations, but one of the most significant changes Foretti is making is the time the wine spends in wood. While Molinari favoured four-plus years in 500-litre tonneaux, Fioretti has gradually started bottling the wine earlier and uses a combination of 350-litre barrels and 15-hectolitre casks. “Even two years [the appellation minimum] in wood is too long,” he says – before quickly acknowledging that such a view is far from accepted, and he cannot legally reduce it any further. The various consorzios may not like it, but it’s a view that is increasingly common among younger producers in Italy, who are frustrated by minimum oak-ageing requirements and their contrast with the wines today’s consumers want to drink. As Fioretti says, however, “The notion of wood is very delicate.” And while he’d rather be able to age his wine in other vessels during their first two years of life, he acknowledges that élevage in oak has a beneficial impact on the chemistry of wine – aiding stability.
With such a beloved wine, it might seem controversial to change anything – especially the way it’s made, but that hasn’t stopped Fioretti. Looking back at older vintages from the estate, even the legendary 100-point 2010, he is sometimes underwhelmed, feeling that there’s much greater potential. Part of his plan to reflect that potential is bottling earlier, allowing the fruit to shine through and give the wine better balance – something he feels is key for ageing potential. He’s also keen to make sure the wine is moderate in alcohol with maximum 14 or 14.2%, even in the warmest years. And most importantly, he says, good wine has to be delicious. Having tasted the 2019 and 2021 with Fioretti – the results so far really are. There’s a vibrancy and purity that makes them irresistible, while not sacrificing the structure that will allow these wines to go the distance.
Alongside Cerbaiona, Fioretti has also created the M.L. Fioretti label, one he describes as “part garagiste, part petit château”. He was keen to explore indigenous grapes, which “are part of the family – but not all thoroughbreds”, as well as plots of Bordeaux varietals (grapes with undeniable pedigree) – provided they’re planted in the right place. The Casaglia Colorino is bright and spicy, while the San Vito (sadly the last vintage of which is 2021) is a beautifully lush and vibrant Merlot. These are fascinating wines that allow Fioretti to experiment more – outside the constrictions of the Brunello di Montalcino appellation.
Controversially, Fioretti has declared Cerbaiona a “No Scores Zone”, echoing the sentiment of Teobaldo Cappellano that numerical ratings are divisive, at best – and don’t do justice to the craft of winemaking. In his notes on the 2018 vintage, Fioretti wrote: “This is another vintage for the connoisseur, that true lover of wine and the vine. So be it if the ‘collector’ misses out.” Feathers might be ruffled by such remarks, but the motivation here is clear: an earnest passion for wine. It’s something that shines through in our conversation – and in the wines he’s making. You won’t find ratings online for new vintages of Cerbaiona, but one thing’s for sure: you’ll want them in your cellar.
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