How do you lead a company when you are not its ultimate owner, but the custodian of a centuries-old legacy? Lamberto Frescobaldi represents the 30th generation of one of Italy’s most enduring wine families. His answer is uncompromising: inherited assets should have “value zero”; leaders must focus on what they create during their own lifetime.
In conversation with Alfredo De Massis, Professor of Entrepreneurship and Family Business at IMD, Frescobaldi explains why “tradition […] can trick you,” why beauty can distract leaders from the daily realities of business, and how his company is responding to falling wine consumption and global oversupply. From succession and family governance to diversification and sustainability, this episode offers a candid lesson in stewardship, strategic focus, and the ability to keep changing without losing your identity.
Our Guest: Lamberto Frescobaldi
President, Marchesi Frescobaldi
President, Unione Italiana Vini
Lamberto Frescobaldi represents the 30th generation of the Frescobaldi family, whose documented winemaking history in Tuscany began in the early 1300s. Trained in agriculture in Italy and California, he joined the family enterprise before becoming President of Marchesi Frescobaldi. He also serves as President of Unione Italiana Vini, the association representing Italy’s wine industry.
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The IMD Podcast Network brings you fresh insights and thought leadership on the evolving world of management and business. Each episode features conversations with global experts, industry leaders, and IMD faculty who share their perspectives on leadership, innovation, strategy, and the challenges shaping organizations today. Whether you’re an executive, entrepreneur, or lifelong learner, our goal is to provide practical knowledge and inspiration that you can apply directly to your professional journey