The StartYourDayUp feature on startup companies in the Piedmont region begins today. We will discuss them while having breakfast. Stories about 7:45am appointments, sleepy eyes and the aroma of coffee. An energetic and dynamic start to the day – just like undertaking a new challenge, and with one advantage: mobile phones never ring.

Riccardo Triolo is 29 and wakes up every morning at 6:30am to go to the startup company he created a few months ago: Svinando, an online platform that sells good quality affordable wine. Riccardo is CEO of an idea launched by seven friends, all of them are digital experts, under 30, love wine and are eager to start a business.

Svinando sold its first bottle of wine on 18 February, 2013. Since then orders have grown exponentially and its online community now counts 10,000 members. The idea behind Svinando is simple: drinking good quality wine without spending a fortune is possible. “We are overpaying the wine that we drink because of the extra costs connected to the supply chain, however we are willing to pay more for good quality wines that have a fascinating story” Riccardo explained. This is where the Svinando business idea comes from.

With the help of a wine connoisseur, Svinando tours vineyards and selects the best wines. Svinando then tells their story with a carefully sculptured description – the history behind the wine, its producer and the territory it comes from – capable of conveying the smell of wine barrels and of the vineyard as if at a Sunday wine-tasting event on the Italian hills. Svinando then sells the wine bottles, cutting costs by reducing any intermediate market stages and challenging the limits of e-commerce that may be encountered when selling products capable of stimulating our innermost senses: taste and smell.

After each purchase, the chosen wine becomes the King of the display shelf. One particular wine is promoted for a period of 4-5 days and a maximum of 6 bottles may be purchased: “we want to launch the best wines on the market and promote a direct link between the producer and the consumer, Svinando not only supports its customers but also represents an important promotional tool for potential sellers” Riccardo added.

The boys at Svinando dream about expanding the business abroad: because drinking good wine makes sense for everyone and should be enjoyed in any location. Cin. I meant, Cheers!