A week in Abruzzo: Family, wine, and the power of storytelling

After a magnificent time in both London and Spain through late June and July, we spent our last week in Italy, soaking up the charm of Abruzzo, where my dad is from. While our days were filled with family catch-ups and exploring Abruzzo’s gems, one experience continues to shine brightly: our visit to Barone Cornacchia.

Barone Cornacchia: More than a vineyard

Last year, my husband, a true Italian wine enthusiast, took us to Piedmont and the Barolo Valley, also a magical and memorable experience. This year, he was eager to explore Abruzzo’s equally celebrated wines on our trip. Barone Cornacchia came highly recommended and despite our impromptu request to visit, made with a call that morning, we were warmly welcomed. What set this vineyard apart, however, was Caterina Cornacchia herself.

Caterina’s hospitality was exceptional. She welcomed us like old friends, even with our last-minute plans. But it was her gift for storytelling that captured my heart, making the visit unforgettable. As she unravelled the family’s multi-century legacy, the stories became as rich as the wine in our glasses.

The legacy of Barone Cornacchia: A brief history 

For wine lovers or history buffs, these are the moments in time that shape the heart and soul of Barone Cornacchia:

• 1488: Giovanni Cornacchia first acquired the family’s estates in Abruzzo with royal assent from the King of Naples.

• 1577: The family expanded their land and earned the title of Baron.

• 1861: After the fall of Bourbon rule, the Cornacchias continued their winemaking tradition on their estate.

• 1972: Piero Cornacchia modernised the vineyards and brought Abruzzo wines to international markets.

• 2016: Siblings Filippo and Caterina Cornacchia took over the estate, continuing their family’s legacy with passion and innovation.

Why this story resonated with me

Piero Cornacchia’s spirit of innovation, modernising and growing the family business with unwavering tenacity struck a personal chord. But more than business acumen, it’s the warmth of Caterina’s storytelling and her genuine hospitality that transformed a wine tour into an emotional journey. What stood out most was how clearly Caterina radiated pride in her family’s history and heritage. The way she spoke about their legacy made every story and every pour of wine feel profoundly meaningful.

Storytelling: The secret ingredient in memorable experiences

Our afternoon at Barone Cornacchia reminded me how storytelling is its own kind of magic in both life and marketing. Stories evoke emotion, create connection, and turn a simple vineyard visit into a cherished memory. Caterina shared the triumphs, challenges, and enduring spirit of her family and made us feel like part of something far bigger. It was a reminder that behind every great wine is a great story.

What my experience at Barone Cornacchia reinforced is a well-known truth in B2B marketing: authentic stories create trust, deepen relationships, and set brands apart in crowded markets. In a world where products and services often look similar, it’s the human stories of resilience, vision, heritage, and connection that leave a lasting impression.

Leaving Abruzzo, I was reminded that it’s these stories and the people willing to share them that remain long after the last pour.

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