Page 74 of The Pretender
“I have something I’d like to discuss about the business.”
His dad and uncle stop speaking, Nantes and Guiliano look interested, and the women are about to leave the table when Deo continues. “Actually, I’d like everyone to stay.”
I’m surprised he’s not waiting for Brogan to be here, but maybe he’s too anxious to hold off.
Nonna settles in her seat, her brow crinkling. “Go on.”
Deo glances at me again and I nod, giving him a smile for reassurance. He wasn’t sure when he wanted to bring it up, but somewhere during the day he must have decided the time was now.
“I’ve been thinking about ways to increase sales.” His voice shakes slightly but he doesn’t falter. “I know Grandpa had histhoughts about choosing Robin’s Grove for the name, but, um, well, I was thinking about changing it.”
Nonna gasps softly. “To what?”
“Benedetti Wines and Vineyard.”
No one says a word. Deo’s brothers are focused on their dad and uncle, as are Deo’s mom and aunt. I’m focused on Nonna though.
“It’s more international sounding,” Deo adds. “We could appeal to consumers outside the region. Maybe even nationwide, if we stick the marketing.”
His father turns his stern gaze to me. “Is this your suggestion?”
I open my mouth to speak but Deo puts his hand over mine. “Obviously Balt, in his consulting role, has made recommendations, but I’m the one deciding if we should move in any given direction.”
His response impresses me. I turn my hand over and squeeze back, but he keeps his gaze locked with his father’s.
“Things have changed a lot in fifty years,” Deo says. “We need to be willing to change with the times if we want to thrive. I realize these decisions are on my shoulders now, but I’d like your approval and support to make a change this big.”
Everyone looks at Nonna at the same time. She has her hands folded on the table, her head bowed, and it’s so quiet all I can hear is everyone’s breathing.
After a long pause, Deo exhales slowly. “Nonna?”
She lifts her head, her eyes glassy and cheeks flushed. “I’m so proud of you. You’re a brave man. It took a lot of guts to come in here and ask something like that.”
No one says a word while we wait for her to continue.
“All your grandfather ever wanted was a family legacy. He wanted to leave something behind, something for future generations. He was a stubborn old mule.” She smiles warmly.“It was actually the first name he came up with, Benedetti, but he was swayed by his initial investor, who was a friend and a banker in town. Opening a vineyard and producing wine in Wisconsin is no easy task, and Bob, the friend, thought a local name would give consumers trust in us. He was right for many decades.”
Deo nods, but remains silent.
“You’re right now though, Deo,” Nonna continues. “Times have changed. No one could have imagined what the world would be like now and after the internet. Brogan showed me a video from someone in Japan, all the way across the world, right here in this dining room.” She smiles, nodding. “The world has changed, and it’s time for the younger generations to take the reins. Your grandfather wanted to leave something for his family, and he did that. What you do with it now is up to you.”
“Thank you, Nonna.” Deo looks at his father and uncle. “What do you think?”
Larry and Salvo exchange brief glances and Salvo nods.
“We think it’s our position to support you and provide historical information when needed, but when we handed you the reins, we stepped back from having opinions about what happens next.”
“But I want you to be happy and supportive. Even though I’m the one behind the desk, it’s still a family business. I want you to be proud of it.”
“It’s hard to hear,” Salvo admits. “The apples didn’t fall far from the stubborn tree. We’ve been set in our ways—inherited that from our dad—and continuing to run things the way he did, but it’s obvious that isn’t working anymore.” He glances at Larry. “I think it’s a good idea.”
Larry, with his hands folded on the table, finally nods. “I do too. It sounds nice.”
Deo visibly relaxes as he smiles. “Thank you. I want to work with Brogan to design a marketing campaign and relaunch thebrand. Something modern but sophisticated. I think our target market should be people 25-45.”
“What is that based on?” Larry asks.
“More willingness to try new brands. They aren’t stuck on a specific company yet. We can lure them in with new marketing. I think we should pivot away from the current market we appeal to.”
