Cuneo, Italy played host to a special gathering on , as actor and entrepreneur Luca Argentero shared his experiences building a brand with startups participating in the acceleration program at LaGemma Venture. Argentero, known for his work in Italian film and television, is also the co-founder of Sodamore, a non-alcoholic beverage company gaining traction in the Italian market.
The event, held at LaGemma Venture’s Cuneo headquarters, brought together startups from across Italy. Argentero, alongside Giovanni Rastrelli, CEO of Sodamore, detailed the journey of their company, which began as a casual idea among friends and has quickly evolved into a venture aiming to become a leading player in the burgeoning non-alcoholic beverage sector. Sodamore was selected through LaGemma Venture’s Call4Future AGRIFOOD25 initiative, marking the investment firm as the project’s first investor.
Argentero and Rastrelli focused their discussion on the critical elements of brand building – fostering engagement, a sense of belonging, and a strong community. They emphasized the importance of storytelling, visual identity, and aligning brand messaging with core values, offering practical insights for the attending startups, many of whom are in the early stages of defining their own market positions.
“Sodamore was born from a realization that the way people enjoy socializing was changing,” Argentero explained. “People are seeking quality, awareness, and well-being, without sacrificing the pleasure of being together. We felt there was a gap in the market for a product that truly addressed this need.” He described the ambition to create not just a line of non-alcoholic drinks, but a cultural project that reflects and shapes this evolving social landscape. For Argentero, innovation isn’t simply about product development; it’s about forging genuine connections that transcend fleeting trends.
The sentiment was echoed by Enrico Collidà, President of LaGemma Venture, who highlighted the value of Argentero’s contribution to the program. “Luca Argentero brought a human, direct, and authentic approach,” Collidà stated. “He underscored how building a brand hinges on the ability to create real connections, an aspect we prioritize throughout our acceleration process and network of partners.”
LaGemma Venture’s early investment in Sodamore reflects their confidence in the startup’s growth potential and its ability to resonate with evolving consumer sensibilities. Wilma Tesio, Director of LaGemma Venture, noted, “We were the first to invest in Sodamore because we recognize its significant growth potential and a message that connects with new sensitivities. We are happy to support them on this journey.”
The rise of non-alcoholic beverages, often referred to as the “sober curious” movement, has been a notable trend in recent years. Consumers, particularly younger demographics, are increasingly seeking alternatives to traditional alcoholic drinks, driven by health concerns, lifestyle choices, and a desire for more mindful consumption. Sodamore appears to be positioning itself to capitalize on this shift, aiming to offer a comprehensive range of options within the Italian market.
Argentero’s involvement in Sodamore demonstrates a growing trend of celebrities leveraging their platforms and influence to launch entrepreneurial ventures. His background as a well-known actor brings a level of visibility and credibility to the brand, potentially accelerating its reach and appeal. However, the success of such ventures ultimately depends on the quality of the product, the strength of the business model, and the ability to connect with consumers on a meaningful level.
The event at LaGemma Venture underscores the importance of accelerator programs in fostering innovation and supporting the growth of early-stage companies. By providing mentorship, investment, and access to a network of resources, these programs play a crucial role in helping startups navigate the challenges of building a successful business. The presence of an established entrepreneur like Luca Argentero adds further value, offering practical insights and inspiration to the next generation of Italian business leaders.
Sodamore’s story, from a casual conversation among friends to a promising startup backed by a leading investment firm, serves as a compelling example of the potential for innovation and entrepreneurship within Italy’s evolving beverage industry. The company’s focus on building a brand rooted in community, authenticity, and a commitment to mindful consumption positions it well to capture a growing share of the market and establish itself as a key player in the years to come.
