Women’s Power at Pravis

The year was 2000 when I first attended VinItaly. One of my key focus areas was Trentino. As I made my way through the hall, tasting wines at random, I found myself captivated by the selection at the stand of Azienda Agricola Pravis, presented by Lina, the wife of Domenico Pedrini.

Our conversation became increasingly intense, drawing me in. Domenico, noticing our engaging discussion, approached, greeted me warmly, and placed a plate of salami, bread, olive oil, and cheese in front of me. I had always declined food during tastings, but the scent of these Trentino specialties, the warmth of their gesture, and the effortless hospitality made it impossible to resist. And so, what was meant to be a quick stop turned into an extended afternoon—one that sparked my enduring passion for Trentino wines.

This chance encounter with Lina and Domenico blossomed into a lasting friendship. Back then, their daughters, Giulia and Erika, were still children. Today, they have stepped into leadership at Pravis, carrying forward their family’s legacy. Erika holds a degree in oenology from Geisenheim, where she graduated as valedictorian with honors. Giulia studied economics and business administration in Trento and later pursued viticultural studies at the Istituto Agrario di San Michele.

A Conversation with Giulia and Erika

What does the name Pravis mean?

(Giulia): Near Lasino, there was a piece of land perfectly suited for viticulture, where vines were first planted in 1970. This plot was called Pravis. The founding partners agreed on this name for their winery.

Who were the founders?

(Erika): Three friends: Mario Zambarda, who initially focused solely on producing Müller-Thurgau, Gianni Chistè, and our father, Domenico Pedrini. They divided responsibilities among themselves—Gianni managed the vineyards, Domenico oversaw the winery and cellar operations, and Mario handled bottling, administration, and marketing.

Today, you both represent the second generation. How did you experience the transition?

(Giulia): A generational transition is one of the most significant phases in a company’s lifecycle. It’s all about ensuring continuity in management while also opening perspectives for improvement and growth.

(Erika): We are incredibly grateful that our fathers haven’t left us to navigate this journey alone. They continue to support us, offering guidance, adjusting our ideas, and providing a welcome level of oversight. Even Gianni and Mario’s children are involved—like us, they were practically born into the winery. Gianni and his sons, Alessio (28) and Silvio (20), studied agricultural sciences and now oversee the vineyards. Alessio also handles administration alongside Giulia, while she manages marketing and the winery’s retail space. My father and I oversee vinification.

(Giulia): The transition was smooth because our fathers always gave us the freedom to make our own decisions. It was important for us to grow into our roles while truly enjoying what we were doing.

What does Pravis look like today?

(Erika): The estate is equally divided between the founding partners and the second generation. Including the owners, we have nine full-time employees, with additional seasonal workers during harvest.

(Giulia): We operate as a close-knit family, embracing a philosophy of “all for one, and one for all.” Transparency, teamwork, and respect are key to both our family and our business. We expect our employees to share our vision, embody our work ethic, and feel a sense of belonging here. We prioritize open dialogue, encourage innovation, and welcome any ideas that enhance quality in the vineyard, cellar, and beyond.

The Essence of Pravis Wines

I first came to appreciate Pravis wines when you were still children. Over the years, I have witnessed the winery’s steady evolution. Despite your modern approach, you remain deeply committed to tradition, producing wines with remarkable diversity, fruit expression, and minerality. What defines the essence of Pravis wines?

(Giulia): Trentino is a wine-growing region with a unique geographical location. Its diverse climates and predominantly rocky soils contribute to high-quality wines known for their delightful aromas and precise sensory profile. The alpine morphology of Trentino spans vineyards from the mild shores of Lake Garda to the valley floor and up to the Dolomite slopes.

Nestled in this landscape, Pravis lies at the foot of Castel Madruzzo, just outside Lasino in the Valle dei Laghi. Our vineyards, cultivated since the 1970s, thrive on rocky, calcareous soils. The surrounding mountain ranges create a microclimate influenced by Lake Garda, ensuring mild, windy conditions—ideal for vine cultivation.

(Erika): We farm 36 hectares, reaching elevations above 600 meters. The vineyard’s unique microclimate is shaped by the Ora, the wind that sweeps in from Lake Garda. This environment is perfect for native varieties like Nosiola, as well as endangered red grape varieties like Negrara and Groppello di Revò, the latter once dominant in Trentino during the 18th and 19th centuries. We also cultivate Sauvignon, Solaris, Cabernet Cortis, Johanniter, and Pinot Noir.

A New Sparkling Wine and Distinctive Labels

You’ve launched a new sparkling wine line. Tell us about it.

(Erika): Yes, we introduced a Traditional Method sparkling wine called Blau Dorè, made exclusively from Pinot Noir and vinified as a Blanc de Noirs. It undergoes a minimum of 24 months of bottle aging on the lees. Production remains limited to 5,000 bottles for now.

What does Blau Dorè mean?

(Giulia): The name combines Blauburgunder (the German name for Pinot Noir) with its French equivalent, Plant Doré.

(Erika): Our Pinot Noir vines grow above 600 meters, on limestone soils in Cavedine. The temperature variations between day and night enhance the fruit’s complexity. The wine is vinified white, revealing a delicate golden hue in the glass.

The Future of Pravis

How do you see the future of Pravis?

(Giulia): I hope for greater confidence among Trentino winemakers. We should no longer be reserved but instead take pride in our wines and regional specialties.

(Erika): Trentino is blessed with an extraordinary landscape—mountains, lakes, valleys, and a climate perfectly suited to viticulture. Our focus must be on elevating the region’s global reputation. A business thrives when it operates with a broad vision that includes the local community and heritage. The essence of our company’s quality lies in the people and history of Trentino.

Tutto il meglio per il futuro

**What a beautiful statement—just as I expected! You are truly the daughters of Lina and Domenico, reflecting the same passion and dedication I’ve admired for years. Thank you for this conversation—tutto il meglio per il futuro!**

– – –
Photo Credit: © Pravis Giulia und Erika Pedrini