Umberto Luchini | CEO Money Episode 87

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Umberto Luchini is the founder and proprietor of Wolf Spirit Distillery; a company which develops and owns spirit brands – such as Blood x Sweat x Teams Vodka out of Eugene, OR — as well as imports and markets others, for example, Tom of Finland Organic Vodka from Finland.
Umberto was born in Milan, Italy. He attended school in London, worked in France, became jobless after 9/11, and took a low-paying job with a great brand: Campari (Monaco). Umberto rose through the marketing ranks, ultimately moving to San Francisco in 2004, where he resides today as an American citizen.
Umberto remained in Campari America for 17 years, during which he; formed an award-winning team of 30 marketers; and developed an unknown mezcal (which he named, packaged, priced, and positioned), today, Espolon is the Tito’s Vodka of Mezcal, selling nearly 400K 9L cases. In 2018, Umberto left Campari with multiple business models and dreams of becoming an entrepreneur. That same year Wolf Spirits was founded.
Umberto is happier than ever and working harder than ever to grow his own brand, as he did many others. In his spare time, he enjoys high-endurance sports and traveling.