Memory of Bruno Ariano

Luciano was "aiman come 'r bitir" (soft as butter), but if you did something wrong…

Bruno Ariano is a character in his own right: extrovert, talkative, involving: the identikit of the perfect salesman. But he is not only a commercial figure. Far from it. Born in September 1943, shortly after the armistice, Ariano at 15 was already studying subjects related to oenological machinery at OMECC in Canelli. In a few years, experience and knowledge grew to such an extent that he founded his own workshop, AROL. Past the age of forty he changed hat again, beginning to represent various manufacturers of oenological machinery. Even in his new role he continued his working style, continuing to visit clients to identify problems and solve them and to anticipate new needs. This was also the case with Luciano. He remembers him well and spoke to us about him with pleasure.

"With all my knowledge and contacts, <mi son sempe stò mach 'n manovò> (I've always been nothing more than a manual labourer). – Bruno Ariano begins thus in his colourful dialect from Canelli – And this, Luciano appreciated because he wanted to reason with someone who was expert in oenological machinery. And I had known Luciano for some time, from when he worked at Marchesi di Barolo. Even then it was clear he had clear ideas and wanted to assert them".
"Then, when he started his own cellar, – Ariano specifies – he wanted me at his side. He was experienced in the work and understood that in me he could find support suited to his needs. And so our collaboration began with the purchase of some stainless steel tanks and a few barrels. I was used to working with large companies, which produced millions of bottles. With small producers it was different. You had not only to discuss technical or commercial matters. You had to help them think things through, so they would not overreach themselves and then get into difficulties".
Returning to his delightful Canelli dialect, he recalls how Luciano was "aiman come 'r bitir" (soft as butter), but if you did something that did not suit him, dealing with him became difficult. "He had a decisive character and wanted what he considered right. And you had to bend over backwards to satisfy him. And I did so with pleasure because I knew I had before me a man with clear ideas and an irresducible creed. But when everything went smoothly, he was a gentleman: he recognised that you had worked well and made you feel proud".
Is there a wine of Luciano's that you appreciated more than others?
"With Luciano you never went wrong. Whether it was Barolo or Barbera d'Alba, it was always the best. One thing about Luciano always amazed me: when he had you taste one of his wines it was always a product beyond reproach in terms of quality, pleasurability and elegance".
"I remember that at the time – Ariano concludes with surprise – I couldn't understand how I had managed to sell him bottling machinery from among my range. In these areas, many producers had the line that was most popular (for example as a labelling machine there was often a very popular machine, to put it plainly). He instead chose mine even though it was not yet so recognised in the sector. Then I understood why! He told me himself: I was his point of reference, he trusted me, because when there was a problem I intervened immediately, even getting the manufacturing company to move. My way of doing things counted a great deal for him. Perhaps we would argue, we would bicker, we would draw out negotiations, but when the decision was made, the satisfaction was everyone's.