In today’s dynamic business arena, women are rewriting the rules of leadership, infusing innovation and resilience into every stride. Among these luminaries stands Maria Luisa Manna, the dynamic CEO of Franz Haas. Luisa's journey is a testament to grit and determination, born from humble beginnings and fueled by an unyielding passion for excellence. From the humble backdrop of her family’s restaurant, she forged a path marked by self-education and an insatiable thirst for knowledge. Embracing the art of oenology amidst familial responsibilities, Luisa's journey embodies the fusion of art, culture, and hospitality, culminating in her visionary leadership at the helm of Franz Haas. Let’s hear more from her.

Can you provide an overview of your prior industry experience as a business leader? What have been some pivotal moments in your professional journey?

My older brother Piergiorgio, now in the United States, has been a significant influence on me. He transformed our restaurant into a work of art despite the financial challenges of the time. His passion for wine and excellent customer relations, honed through the first sommelier courses in Italy with Franco Tommaso Marchi, left a lasting impression on me.

Several crucial moments have defined my professional journey. In my early twenties, I took over managing the dining room and wine cellar of our family restaurant after Piergiorgio moved to the U.S. Later, after marrying Franz Haas, I embarked on a new adventure, helping to grow his winery. In the late 1980s and early 1990s, I focused on building a sales network in Italy, diverging from the local trend of targeting the German market. My restaurant experience proved invaluable, enabling me to connect with agents and market Franz's exceptional but then little-known Pinot Noir.

"My Enduring Success Mantra Centers On Human Values & Respect"

One memorable milestone was launching our Pinot Nero Schweizer 1987 vintage in 1990, featuring labels designed by Riccardo Schweizer. I posed for Riccardo, bartering my modeling for his label designs, which helped distinguish our brand. Another pivotal moment was realizing my dream of opening the Manna Resort. Tragically, two months after its opening, Franz passed away, prompting my return to the winery. Recently, I decided to buy out my brother’s shares in the restaurant 'Da Silvio', ensuring it remained in the family. This decision was driven by my deep connection to the restaurant and a desire to preserve our legacy.

Tell us about Franz Haas. Shed light on the main responsibilities you carry as the company's CEO.

Since its inception, Franz Haas Winery has defied tradition by prioritizing innovation over conventional practices, challenging the notion that the eldest son should inherit and carry on the family legacy. In the 1980s, Franz Haas spearheaded a groundbreaking shift by recognizing the untapped potential of Pinot Noir, a delicate yet esteemed grape variety. Despite its susceptibility to disease, Pinot Noir emerged as a symbol of the winery's ethos, representing both challenge and triumph. Notable endeavors included replacing pergola vines with guyot, nurturing the ecosystem by maintaining high grass in fields, and relocating to higher altitudes in response to climate change. A pivotal decision was the adoption of screw caps across all bottles, a choice validated after extensive testing and comparison over two decades. Upholding a commitment to customer trust, Franz Haas Winery prioritized hospitality, pioneering open cellar doors and daily wine tastings, and maintaining direct communication with patrons. Presently, spanning sixty hectares across altitudes of 250 to 1150 meters, the winery cultivates various South Tyrolean grape varieties with minimal intervention, exemplifying respect for nature. One notable wine, Manna, a blend of five grape varieties, holds personal significance, its success stemming from its debut in 1997 with 1995 vintage and its homage to familial heritage. As CEO, the foremost responsibility entails guiding the company's diverse ventures, fostering a serene work environment, optimizing employee performance, and ensuring prudent financial management and sustainable growth, all while fostering collaborative engagement and acknowledging team contributions.

Describe your current areas of focus and priorities as CEO for driving growth at Franz Haas.

Currently, our primary focus is on expanding our land holdings to facilitate growth both domestically and internationally. Increasing grape production is crucial to meet market demands and enable further expansion opportunities. Additionally, within Franz Haas, our attention extends beyond the winery to the Manna Resort. Our priority for the Resort, operational for just two years, is to enhance visibility by maintaining our welcoming atmosphere and fostering a desire among guests to return. The Resort, characterized by its artistic ambiance and cultural diversity, aims to provide a truly memorable experience, inviting visitors to immerse themselves in its beauty.

Reflecting on a business leader’s path reveals a myriad of challenges. Could you discuss the significant obstacles you face in today's business landscape? Moreover, how do you navigate and overcome these hurdles?

My primary daily challenge revolves around recognizing each employee's talent, fostering their growth in a harmonious environment, and enhancing overall efficiency, thereby benefiting the company. It entails attentive listening, empowerment, delegation, and fostering team cohesion. My team's support is invaluable; they collaborate with utmost respect and cooperation, enabling us to overcome obstacles through open communication, involving everyone in finding optimal solutions. Additionally, navigating the journey of growth alongside my children within the company presents another daily challenge, requiring careful navigation and alignment of visions for sustainable progress.

What, in your view, are the most significant accomplishments you've attained in your career journey thus far? Additionally, could you share the guiding principles or strategies that have contributed to your success over the years?

My significant achievements include creating the exceptional Manna Resort, distinguishing it as a unique destination among five-star hotels. Moreover, I successfully steered Franz Haas through adversity after my husband's passing, not only sustaining but expanding the company and rebuilding our team. Today, our vibrant workforce embodies passion and dedication, fostering a profound connection to Franz Haas. Additionally, reclaiming the 'Da Silvio' restaurant holds personal significance, symbolizing my growth from adolescence through numerous sacrifices to my present stature. My enduring success mantra centers on human values and respect. Furthermore, the enduring presence of MANNA on our resort serves as a reminder of perpetual challenges and personal validation.

Maria Luisa Manna, CEO, Franz Haas

Maria Luisa Manna, CEO of Franz Haas, is a visionary leader known for her resilience and innovation. She transformed Franz Haas into a thriving enterprise after her husband's passing, spearheading growth while nurturing a passionate team. Her journey includes creating the acclaimed Manna.