The history of Verdicchio just after the Second World War is the story of a potent, robust, highly structured wine: wholly in line with the enological techniques and consumer desires of the times.
Consumers who were largely also the wine’s producers, since the selfconsumption still important in our rural areas was enormously widespread then. The change in our zone’s businesses also pushed this wine towards more varied markets and consumers, less prepared to enjoy “characterizing” tastes and aromas. Leaving home, Verdicchio became paler, less alcoholic, gentler.  
And put on new clothes, tailor-made for it: the amphora. Then came the vogue for “light, fresh, fruity and crisp”.

In the Marches, all over Italy and even overseas. But some were still making a Verdicchio passed over pomace that, perhaps too potent when young, when aged found the right dimension. And there were others who thought of going back to the past without giving up the modern acquisitions that had indubitably led to a Verdicchio with elegance and finesse.
And so we find ourselves faced, perhaps even more so in future, with two different Verdicchio products: one easier to drink for younger consumers and another more important, to be aged in wood or the bottle.
Two products differing in production philosophy, final price and marketing positioning.

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