The Antinori family has been making wine in Italy for more than 630 years. Today, the firm is run by Albiera Antinori, the first female president in the family's history, and her two sisters.
"It is always delicate, when things are successful, to be innovative, as new things implicitly have a dose of risk," the president tells CNBC Make It. "The fundamental idea to keep in mind is that things can always be done better."
Tradition is only part of the equation. Each generation passes on "an intangible heritage of values that are the basis of business continuity," says Antinori, "but tradition is not enough. We also need innovative spirit. The balance between tradition and innovation has always been our leitmotif and, probably, the key of our success."