Borgovecchio was founded in 1978 from an idea by Tano Crivelli and is now led by CEO Carlo Crivelli. Today, it is a leading name in Ticino for the selection and distribution of quality wines. The company brings more than one thousand labels from across Italy to the market and supplies restaurants and wine merchants throughout Ticino and the rest of Switzerland, alongside its own production under the Cantina Fumagalli name. Borgovecchio combines a strong family spirit with deep-rooted traditions and a clear philosophy centred on quality, close ties to the region, and genuine support for small producers and organic wines.
M cube has worked with Borgovecchio since 2022, supporting every area of the business. The collaboration began with strategic and commercial consultancy, expanded into the complete management of its social media channels, and later included the development of a new website. Rather than a one-off project, it is an ongoing partnership designed to guide a well-established company towards a more structured and digital future without compromising its identity.
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Integrating into an established team. Joining a group that had worked together for years, with deeply rooted expertise and no previous experience of external strategic guidance, required careful listening from the outset. Building trust was essential before proposing any meaningful change.
Moving a traditional company towards data-driven working. A significant amount of important information was still recorded on paper. Digitalising it and introducing analytical tools required a hybrid approach that combined digital solutions with physical processes, making the transition gradual, practical and sustainable.
Maintaining motivation in a declining market. The wine sector has experienced a downturn in recent years. Improving the team’s performance against this trend meant working with clear objectives, practical support tools and motivation rooted in the company’s values.
Building a recognisable social media presence. The content needed to speak both to a specialist B2B audience and to private customers, using an accessible tone while remaining consistent with the brand. The challenge was to give each channel an authentic voice capable of standing out and creating a genuine connection with the audience.
Rebuilding the website from a weak foundation. The previous website was outdated and offered limited functionality. It needed to be rebuilt from the ground up, bringing structure to an extensive product range and to the different sectors served, from hospitality and large-scale retail to private customers. The new platform also needed to integrate related businesses and initiatives such as Cantina Fumagalli and Mendrisiotto Terroir.
The strategic analysis, carried out over four months, gave Borgovecchio a clear view of the priorities requiring action and led to the definition of a strong USP, which now serves as a key point of differentiation in the market. This work resulted in a detailed operational plan, with M cube continuing to support the company throughout the implementation phase.
On the commercial side, the work carried out with the sales team delivered measurable results. Performance improved and market share increased despite the wider decline in the sector. At the same time, Borgovecchio’s positioning became clearer: a company that supports small local producers and promotes fine wines.
Social media management developed into a complete and ongoing activity. Through photography and video content, coordinated graphics and channel-specific strategies, Borgovecchio’s presence on Facebook and Instagram grew significantly. Paolino, one of the company’s sales representatives, became a particularly recognisable face and voice for the brand. His natural communication style helped drive a substantial increase in engagement, making the content more authentic and relatable.
The new website gave the company a digital platform that reflects the quality and breadth of its offering. Its structure presents the product range, history, philosophy and sectors served in a clear and organised way. It also includes downloadable catalogues, a dedicated wine shop area and the Wine Club, while highlighting connected brands and initiatives such as Cantina Fumagalli and Mendrisiotto Terroir. The result is a clear, brand-consistent platform that serves both professional and private customers.
A project that demonstrates how a company with deep roots can evolve its strategy, organisation and communications without losing what makes it unique — instead turning that identity into its strongest competitive advantage.
