:55:00
He could've become
a marketing master.
:55:05
He never needed to study it.
It was in his blood.
:55:08
He made Antinori a brand
through brilliant marketing.
:55:11
He replaced the Tuscan flask
with the Bordeaux-style bottle.
:55:18
My father's generation
had seen two wars.
:55:27
Was it hard for your father,
during the fascist era?
:55:34
No. Because in those days,
Italian industry...
:55:41
was stimulated and encouraged.
:55:54
A ton of things changed
in Italy at that time.
:56:00
With fascism.
The danger of communism.
:56:02
How did your grandfather
feel about fascism?
:56:04
At the time,
my grandfather was...
:56:09
a supporter of fascism.
:56:13
What you need to know...
:56:17
is that Italy, at that time,
:56:20
needed a strong, energetic hand.
:56:23
And fascism did bring about
a certain order.
:56:28
- Mussolini did...
- He did some great things.
:56:31
Great things for Italy,
which we're still enjoying today.
:56:35
At a certain point
he lost his head
:56:37
and ruined everything by allying
himself with H itler... but...
:56:49
Still working?
:56:51
The Social Forum
will finish before you're done!
:56:57
Still, we've got to do something.