BLOG

Vetreria di Borgonovo has a long-standing history of craftsmanship and innovation in the HORECA sector. In the late 1960s, a fateful encounter was about to change its course forever.

A bus arrived in the town square, and among the passengers was a German entrepreneur, Werner Sahm, whose connection to Italy was limited to a brief stay in the country as a war refugee.

The Meeting That Changed Everything

Sahm’s arrival in Italy, and specifically in Borgonovo town, might seem unusual, but it was actually driven by a very precise reason. Together with his brother, Sahm owned Rastal, a company specializing in glass decoration. He had traveled directly from Germany to the small town of Piacenza to visit Borgonovo Glassworks in person.

Sahm did not arrive empty-handed—he brought with him a beer mug he had discovered during one of his travels across Europe. But this was no ordinary beer mug; it bore the Borgonovo brand.

With his solid knowledge of Italian and strong commercial acumen, Sahm had come personally to place an order for thousands upon thousands of those very mugs.

This meeting would mark the beginning of a long-lasting partnership, playing a key role in expanding Vetreria di Borgonovo beyond Italy’s borders.

The 1980s: Crisis and Turning Point

The two decades following the meeting with Werner Sahm were prosperous for Vetreria di Borgonovo, which continued to grow, expand, and modernize. The company strengthened its production capabilities and became a trusted supplier in the industry.

However, the late 1980s marked a critical moment. The glass industry was undergoing major changes, with increasing competition and shifting consumer preferences. Many companies struggled to adapt, and Borgonovo was no exception.

To overcome this challenge, the company embraced a new management approach. Key strategies included:
✅ The introduction of managerial figures, bringing fresh perspectives.
✅ Expansion into foreign markets, particularly in Germany and beyond.
✅ Participation in major international trade fairs, including events in Hong Kong and Frankfurt, the latter still being a key event for the company today.

This shift in strategy ensured Borgonovo’s survival and paved the way for the international success that followed.

A Partnership That Stands the Test of Time

At the time, Germany was experiencing a shortage of raw materials, and Rastal needed a large quantity of beer mugs to fulfill its growing orders. Sahm saw in Borgonovo the perfect supplier for his company’s needs.

This encounter marked a turning point in Vetreria di Borgonovo’ history. From that moment on, Rastal and Borgonovo formed a strong partnership that continues to this day.

The years following that meeting were pivotal. Natural growth, driven by the relationship with Rastal and favorable economic conditions, led to major internal changes.

The passing of Icilio Cantoni and Mario Marzini resulted in a restructuring: between the 1970s and 1980s, the company was led by Piccioni and Marzini’s two sons, who became partners.

Borgonovo Today: Innovation, Sustainability, and Global Reach
Today, Vetreria di Borgonovo boasts a long tradition of innovation and has established itself as a benchmark in the glass industry. The company’s dedication to quality and craftsmanship remains at the core of its philosophy.

Through strategic collaborations, Borgonovo has expanded its international presence, providing high-quality solutions for restaurants, hotels, and bars. Its partnership with Rastal has allowed it to supply customized glassware to renowned brands worldwide.

Additionally, Borgonovo has taken significant steps toward sustainability. The company has optimized production processes, reducing waste and energy consumption. Investments in advanced glass technology ensure that each product meets modern environmental standards while maintaining its exceptional durability.

This commitment to innovation and sustainability guarantees that Borgonovo remains a leader in the industry, continually evolving to meet the demands of the modern world.

🔍 Want to learn more about our journey and discover our premium glassware?

📖 Since 1950, Borgonovo has been crafting glass products for the HORECA sector. Explore our collections and find the perfect solutions for your business.
📩 Download the 2025 catalogue and discover our full range of products: 2025 catalogue.

Do you have a project in mind? We are here to bring your ideas to life. Contact us to discuss your needs and create something unique.