The Buyer | Simon Thomas on taking Zonin1821 to the next level in the UK

Walk into an Italian restaurant in the UK and there is a very strong chance you would be able to order at least one of Zonin1821’s many wines on any one of their wine lists. Zonin1821 currently supplies about four in 10 independent Italian restaurants.

It is an enviable position for any producer to be in and one that Zonin1821 certainly does not take for granted and is the result of decades of hard work.

But it is also an illustration of the size, scale and influence that Zonin1821 has on the number and diversity of Italian wines being sold in the UK. Whilst it might be most well-known for its powerful Prosecco business it also has a footprint right across Italy and owns seven prominent estates (see at then end) – and is distributor for a further 10 estates – across most of its most well-known wine regions.

Whilst in the UK Zonin1821’s portfolio is predominantly Italian, it also distributes a small number of estates from other key wine producing countries, including the US, Chile, France, New Zealand, South Africa and Spain.

Having immediate access to premium and mainstream wines from all over Italy has also made Zonin1821 a key partner and supplier for many of the major supermarket and on-trade groups in the UK.

Particularly as it is running its own independent UK operation and can act quickly, be flexible and make sure its big UK customers have what they want, when they want with direct delivery either from a UK bonded warehouse (LCB) or ex works straight from the vineyard.

“It is really important to stress to the trade that we are different to many of our competitors. We are not primarily a third-party distributor (although that is a small part of our business) we are the producer, and customers can have direct access to the estates and winemakers,” explains Simon Thomas who is tasked with managing and growing Zonin1821’s already impressive £40m turnover performance in its key UK market.

Maintaining and growing

He joined the business three years ago with the clear objective of building and maintaining its position as a key supplier to the major off and on-trade groups, whilst developing the business and widening distribution of its wines, and brands, in other channels of the UK market.

Thomas is well placed to take that strategic view having enjoyed a number of major roles working at some of the biggest companies in the drinks industry.

He first travelled the world, for example, with Diageo, and had a number of senior management roles in the likes of Hong Kong, San Francisco, Sydney, Budapest and Nairobi along the way. He then enjoyed nearly 10 years as sales director and then deputy managing director for Pernod Ricard in the UK, before switching over to the beer sector in a global sales development role for SAB Miller. Before taking the helm at Zonin1821 in the UK he was managing director at the Amber Beverage Group in the UK.

Thomas says one of the main reasons he was brought into the company was to help grow the branded business, especially the Estates business and so build further on what is already a strong on-trade network of customers that can work with Zonin across their range.

“I think they were looking for someone with good blue-chip experience and who could have a positive impact on the culture in the business. Someone who could make a difference. There is a big opportunity here for us to grow the premium side of the business,” he says.

Whilst it is rightly proud of the business it has with most of the major grocery retailers it also, he says, needs to develop what he calls a more “sustainable” distribution model by building up more customers in other channels, particularly amongst regional wholesalers, larger independent wine merchants and the wider on-trade outside Italian restaurants.

Size and scale

Zonin1821 is certainly well placed to make the most of a multi-channel distribution strategy. It is in the top three family-owned independent wine companies in Italy and the largest family-owned producer in Prosecco.

Thomas says the focus is on growing their range of CRU and premium estate wines which are located across Italy in Lombardy, Tuscany, Piemonte, Sicily, Friuli, Veneto, Puglia.

Key estates include:

Castello di Albola – The medieval village of Castello di Albola stands atop the beautiful Chianti hills, in an incomparable location.The estate, which publishes its Sustainability Report on an annual basis and is certified by EQUALITAS, began the process of conversion to organic viticulture in 2016 and since 2020, all its wines are certified organic. The vineyards are situated at between 350 and 650 meters a.s.l. and enjoy considerable temperature ranges and an ideal microclimate for the production of excellent wines.
Ca’ Bolania lush, verdant estate traversed by 999 cypress trees extends through the heart of the Aquileia DOC appellation in the Friuli region. Over 10 varieties – native and international – are grown here.
In addition, there five other Italian estates (see below)and as well as our own winery in Virginia, Barboursville.

Zonin1821 also works on an agency basis for a growing list of producers from around the world, at all the main price points to help widen its range and offer an even bigger choice of wines to buyers. These include: renowned Barolo producer, Damilano; Burgundy’s Maison Antoin Geoffroy; Bordeaux’s Thunevin; Champagne Charles Ellner; HaHa from New Zealand; Promeio Wines in Argentina; and Du Toitskloof Wines in South Africa.

Recently the Il Palagio wines from the estate owned by ex-Police frontman Sting and Trudie Styler joined the group.

A platform on which Thomas has been able to introduce a number of changes he believes will help take business to another service level and sell more premium wines.

Helping each other

A key part in making those changes, he says, is helping everyone in the business fully appreciate “what good looks like”. What are the levels of service, the standards of selling and doing business that truly sets you apart, he asks.

It has meant introducing systems and processes into the business to make it more transparent where the opportunities are, and which areas need to improve.

“It is about visibility of performance,” says Thomas. “So people understand how we are doing and how they are doing themselves within that. To look at better ways of doing things together.”

He says it is vital in any business that individuals “understand how they can contribute, and that they are also told how they have contributed”.

Thomas says that in the UK Zonin1821 is set up to provide a full set of services you might expect from a major UK national distributor. Be it bespoke training for a restaurant’s staff designed to give them confidence to sell and talk about wines in their restaurants. Or targeted wine tasting events hosted by the Zonin1821 team, or customised wine lists complied by Zonin in partnership with a restaurant.

Zonin1821 is also in a position, says Thomas, to build on its current customer network thanks to a combination of its own corporate sales team, supported by a network of around 25 independent regional sales agents. Individuals tasked, more on a commission basis, with finding new customers as well as maintaining and building relationships with their existing ones.

Driving Prosecco

Thomas is also very aware it would not be able to make the steps forward with its premium wines if it was not for the strength of its still growing Prosecco business.

A position in the market that allows it to have such close ties with so many of the major players. Particularly around supplying multi-tiers of private label and increasingly exclusively blended Proseccos.

It’s why Thomas has invested time and resources in building up its senior account management team to work closely with its key major partners to give them the level of service they require.

Having those close ties, he says, is vital in carefully managing any cost and prices increases that have become inevitable in such a volatile market.

“But we are able to ship and deliver directly from Italy to our major multiple customers and not have to rely on third parties which allows us to get even closer to our customers,” he explains.

Back to wine

Thomas is one of the few leading wine figures working for major producers who also has extensive experience of working in other areas of the corporate drinks industry, particularly in branded spirits, beers, and brewing. He says he is pleased to be back in the world of wine and all the different challenges it brings.

“It is the most fascinating product and environment to work in,” he says. “The chance to work with products that have true provenance and come from a specific terroir.”

He says he was particularly attracted by the Zonin1821 role as it was a chance to work for a major producer and distributor and have that control over your own supply chain and route to market. The perfect platform on which to build strong relationships with customers, he stresses.

“We are big enough to own our own vineyards, yet small enough to be flexible and be able to move quickly.”

He adds: “As we have such a diverse portfolio, spanning icon wines from the leading Italian estates to brilliant Proseccos, our customer base across the on-trade is pretty broad. We are proud to supply wines to some of the UKs leading hotels, restaurants and pubs, such as The Connaught; Claridge’s; Roka Group; The Hind’s Head in Bray; La Petite Maison; and the San Carlo Group, as well as neighbourhood restaurants and bars across the UK.”

But there is still much more work to be done in the UK, he stresses.

“Zonin1821 has over 200 years of history in Italy and is very much a household name there. The UK division represents about 20% of Zonin1821’s global turnover and acts as both an agent and distributor for Zonin1821’s own estates and other leading estates from Italy and other key regions, was set up just under two decades ago.

"Over that time, they have built a reputation as a go-to Italian wine specialist, but perhaps the growth trajectory wasn’t commensurate with the excellence of the portfolio. I was brought in three years ago to catalyse growth and really put Zonin1821 on to the map for the UK trade. We have already built business with major new customers and we have our sights set on the wider on-trade, beyond Italian restaurants. Despite the tough situation in the UK on-trade channel we are in good year on year growth."

Wider distribution

Whilst proud of its significant role supplying Italian restaurants across the UK, if it is to fulfil its true potential it needs to spread its wines.

Thomas explains: “One of my key objectives for generating growth has been to shift the business to 'beyond Italian' in terms of our on-trade targeting, whilst ensuring Italian restaurants are still absolutely at the core of our business, given our portfolio. We are broadening our targeting of on-trade national accounts too, so we can confidently service everything from high end, Michelin star and wine-focused to informal neighbourhood outlets.

"We have worked hard to 'premiumise' our portfolio beyond our own estates and have secured relationships with a number of high-end estates over the last few months, including: leading Barolo estate, Damilano; Sardinia's rising star, Siddura; and Sting and Trudie Styler’s organic Tuscan estate, Il Palagio.

"For me, business success is always a team effort and giving people real visibility of performance across the company is vital to delivering excellence for our customers. It’s not rocket science that creating a happy, driven workforce delivers great results.”

Learning and growing

Thomas says it has been fascinating - and challenging - coming back into a 100% wine business after working in major corporate beer and spirits roles.

“Coming most recently from a beers and spirits background, having worked at blue chip companies including Diageo, Pernod Ricard and SABMiller, gives me a different perspective; experience of all UK channels and a strong affinity to the strength of brands, something which is less relevant in the world of wine. And from working in wine earlier in my career I understand the importance of the hand-sell where required.

"The role at Zonin1821 is motivating in that it encapsulates what can appear to be contradictory challenges. We are and we will continue to invest heavily behind our estate wines. So we need to manage the hand selling of these estate wines to selected premium and prestige restaurant customers. But at the same time we need to manage a significant private label Prosecco business and our lifestyle brands."

But it is the fact it has so many "different strands to the business" that he believes gives the company a "real strength and stability, especially given the unprecedented challenges faced by both the wine and hospitality industries".

Management style

So what does he think he brings to the business in terms of management style?

"The froup has five core values: trust; authenticity; responsibility; innovation; and entrepreneurship. All are important and I hope my style reflects and incorporates elements of all five – although you would really need to ask my team that question.

"Essentially, I like to think I foster a positive, open and collaborative work culture. One where we all are encouraged to step forward, take responsibility and grow as a result and where we trust on another. Whilst I may be the MD, I hope I am approachable to everyone. I think I am pretty level-headed too. I don’t get overly excited about wins, but equally don’t get dispirited if something doesn’t go our way. I think Kipling sums up best what I aspire to be: 'If you can meet with triumph and disaster and treat those two imposters just the same.' What an incredible concept that is; simply acknowledging the event and continue on, come what may.”

You also need to remember how fortunate we are to work in such a, well, hospitable industry, he adds. "Whilst work ethic is central, being sociable is also essential in this industry, isn’t it? I love the world of hospitality, and feel our business, as a supplier, is very much an extension of a restaurant’s dining room. We have to have a culture of hospitality here at Zonin1821.”

He says he has taken a lot of advice and guidance from the various leaders he has had during his career and, in particular, looks up to Eddie Fazal who he worked with at Arthur Bell Distillers in the 1980s.

"Eddie was a great motivational boss, and it is his management style I try to model myself on," says Thomas.

It's clear Thomas is well set and postioned at Zonin to further cement its position in the UK.

As he says: “I worked with a premium Australian wine company many years ago in Sydney.We sold exclusively Australian wines with one exception – we were the distributor for several Italian wines, primarily Piedmonts .I learnt a lot about these wines and since then Italian wine – and the inimitable Italian culture of food and wine - has always had a special place in my heart. When I joined Zonin1821 I really could not have found a better home!”

Zonin's Key Estates

Ca’ Bolani

Nestled between the Alps and the sea, Ca’ Bolani benefits from sea breezes and optimal diurnal temperature ranges (daily temperature limits) ideal for high quality balanced yields.
The estate is a ‘boutique giant’, the land is plenty but not homogenised, showcasing 90 diverse sub-plots, each with distinctive features. The diversity of each plot is preserved with individual harvesting and vinification. Each parcel has a distinct quality that is intentionally protected to allow for a meticulous selection process.
An impressive garden of vines traversed by 999 cypress trees, Ca’ Bolani enjoys extraordinary biodiversity - the preservation of a healthy environment rich in fauna and flora is part of a 20-year journey towards higher sustainability.
Varietals: a wide range of both white and red which thrive in a garden-like environment and are all characterised by strong aromas, aromatic fullness and natural elegance
Location: Cervignano del Friuli, in the heart of the Aquileia DOC appellation. Ca’ Bolani extends for over 890 ha, of which 565 ha are dedicated to vines.
Elevation: at sea level.
Soil: rich soils alternating gravelly layers, darker clay, minerals and sand typical of the Aquileia zone.
Climate: “Alpha” climate zone, its proximity to the Adriatic coast ensures a mild and well-ventilated climate all year round.

Castello di Albola

Wines of Altitude: from the heart of the Chianti Classico in one of the highest areas (up to 850m above sea level), with vineyards of Sangiovese up to 700m a.s.l - the highest altitude possible according to Chianti Classico regulations.
Certified organic from 2020.
Varietals:Sangiovese, Cabernet Sauvignon, Chardonnay, Malvasia, Trebbiano Toscano.
Location: situated on the highest hills of Radda in Chianti, a medieval town in the heart of the Chianti Classico DOCG appellation.
There are a total of 900 hectares, 125 of which are dedicated to vines.
Elevation: 350m – 650m above sea level.
Soil: clay loam, silty loam, clayey, silty, predominantly sub-alkaline or alkaline
Climate: continental, 4°C – 5°C in the winter and 30°C in the summer.

Oltrenero

Meaning “beyond the dark” in homage to the colour of the Pinot Noir grapes which make the Metodo Classico sparkling wines at this stunning Lombardy estate.
Varietals:Pinot Nero, Croatina.Fragrant and seductive, these help create sparkling wines of authentic class and infinite perlage.
Location: Zenevredo della Pusterla, in the heart of Oltrepó Pavese, Oltrenero extends for 104 ha, of which 84 ha are dedicated to vines.
Elevation: 100m – 150m above sea level.
Soil: clay soil rich in mineral salts.
Climate: continental with temperatures ranging between 0-5c in the winter and 25-30c in the summer.

Castello del Poggio / Poggio Le Coste

Traditional, indigenous varietals from the heart of the Asti region.
Varietals:Barbera, Dolcetto, Moscato, Brachetto.
Location: the estate is situated entirely in the town of Monferrato, within the Province of Asti, one of Piedmont’s finest wine regions. The property covers 180 hectares including 135 of planted vines.
Elevation: approximately 200m above sea level.
Soil: calcium rich clay and alluvial gravel with good drainage.
Climate: mild continental with temperatures ranging between -10c in the winter and 33-35c in the summer.

Rocca di Montemassi

Between the metalliferous hills and the Tyrrhenian Sea, a terroir naturally suited to qualityand diversity.
Mineral composition of the soils.
Fresh and salty sea breeze.
Day-night thermal excursions
Certified organic from 2023.
Varietals: Sangiovese, Syrah, Cabernet Sauvignon, Merlot, Petit Verdot, Vermentino, Viognier.
Location: situated in the Monteregio DOC appellation on the Mediterranean coast of Tuscany. The property has 430 hectares, 180 of which are dedicated to vines.
Elevation: 35 – 70m above sea level.
Soil: Heterogeneity of the soils, basically clayey and silty loam but with diversity due to the strong presence of skeleton, strong presence of active limestone or slightly calcareous.Some soils also show significant salinity.
Climate: maritime, characterised by warm days and cool nights.Temperatures range from 4°C in the winter and remain at around 30°C in the summer.

Masseria Altemura

Unique Terroir:the land between the two seas (meaning of the word “Salento“) that create the characteristic microclimate.
Among the innermost areas of Primitivo with its special soil features.
Red and white are the distinctive high contrasting colours of our soils: the typical red of the Salento land rich in iron minerals and the white of the limestone rock.Dedicated to different vines:the right soil for the right vine.
Varietals: Primitivo, Negroamaro, Aglianico, Fiano, Moscato and Falanghina flourish in a unique maritime climate with abundant sunlight.
Location: Salento in the heart of Apulia. The property has 300 hectares, 130 of which are planted in vines.
Elevation: 70m above sea level.
Soil: a mix of clay and chalky gravel.
Climate: maritime, characterised by warm days, cool nights and northerly winds.Temperatures range on average from 9°C in the winter and 27°C in the summer.

Principi di Butera

Within a hot, barren, dry area with low rainfall the estate benefits from cooling fresh sea breezes and soils rich in minerals which contribute to the distinctive minerality of the wines.
Each wine has its own soil & vineyard with exposure mainly to the South & East. Varietals Chardonnay, Insolia, Grillo, Merlot, Cabernet Sauvignon, Syrah, Nero d’Avola and Petit Verdot nurtured by coastal breezes which help to create wines that are warm, intense and full of sunshine.
Location: in the southeastern part of the Province of Caltanissetta, making it a part of the DOC district of Riesi, Sicily. The property has a total of 320 hectares, 170 of which are planted in vines, as well as 3,000 olive trees.
Elevation:300-350m above sea level.
Soil: calcareous with layers of fine clay.
Climate: Mediterranean, 8°C – 10°C in the winter and 28°C – 35°F in the summer.

Barboursville

Barboursville Vineyards is the original vinifera winegrowing estate in the Monticello viticultural area of Virginia.
Varietals: Chardonnay, Moscato, Viognier, Cabernet Franc, Cabernet Sauvignon, Merlot, Petit Verdot, Sangiovese.
Location:situated on the broad, rolling plateau and foothills of the Southwest Mountains in Virginia, running parallel with the Blue Ridge to the west.
Elevation: 80-240m above sea level.
Soil: mix of clay and alluvial calcareous deposits.
Climate: temperate, mid-Atlantic.