In the trade publication feature Banfi branches into Bourbon with Ian Somerhalder whiskey published by The Drinks Business on January 31, 2025, journalist Eloise Feilden reports on the Italian wine producer’s landmark strategic sales partnership that marks its first venture into the whiskey category and first portfolio extension in over a decade. Feilden quotes Cristina Mariani-May, third-generation family proprietor and CEO of Banfi, who clarifies that welcoming Brother’s Bond into the portfolio is more about the brand opportunity than the category specifically, emphasizing that the shift into whiskey does not translate into a move away from wine as the company remains optimistic about the wine category globally and continues to see strong consumer interest in its prestigious portfolio and world-class Montalcino estate hospitality. The article contextualizes the partnership as arriving less than a year after the appointment of Jenn Engel as chief commercial and strategy officer, tasked with growing the business through strategic portfolio diversification, while highlighting Mariani-May’s confidence about trading in the U.S. market where Castello Banfi Brunello and Super Tuscans are witnessing growth alongside significant opportunities for Banfi Brut Metodo Classico and estate white wines including San Angelo Pinot Grigio and La Pettegola Vermentino, with further expansion through non-competing brands remaining a distinct possibility as the company prioritizes selecting brands with the right fit for its current family.