Telling a territory can be done with a song, a video, a wine or by blending the three things together. This is the road chosen by the Cantina della Serra di Piverone to celebrate ten years of Erbaluce Docg, the white wine that most characterizes it and is produced above all in the area that goes from Canavese to Viverone, on the Serra morenica.
And the name “Serra Morena” was given to the bottle with which the Cantina sociale founded by Adriano Olivetti wanted to mark the anniversary and which on the label recalls the song, of the same title, composed for the occasion by the singer-songwriter Fabrizio Zanotti. An unusual and appropriate choice, that of the president of the Cantina Ivo Actis Dana, who then wanted to complete the territorial marketing operation with a video, entrusted to the film maker Mirko Avella.
These are the words of Adriano Olivetti from which Actis Dana started in presenting the project: «A dream seems like a dream until you start working on it. And then it can become something infinitely great ». «Olivetti brought together the first 99 producers, including him, in 1954 and we are still here to tell a unique territory also through wine – says Actis Dana -. And the Erbaluce represents a diamond set in a beautiful jewel ». Taking advantage of the fact that «the market today is very attentive to niche wines, to small DOCG wines, which allow you to savor the characteristics of the place where they are grown together with the wine».
To demonstrate the strong link between the “Serra Morena” and the cultural promotion initiated by the Cantina della Serra are the phrases of the song, shown on the label, and the possibility of framing a QR Code to see the video directly on your smartphone.
«I was working for some time on a concept album dedicated to the invisible links we have with the environment – says Fabrizio Zanotti -. I grew up in these areas, they are part of my imagination and I missed the flavor of this land. The wine then came to mind, Erbaluce, which has a slightly cheeky taste. I met the president Actis Dana and we immediately agreed on the way to follow, on the need to tell this part of the world in a new way, blending music and culture of the earth ”.