Wine competence since 1924

the history of our house

Viticulture, cellar technology, wine sales, gastronomy and retail have been lived with us for more than 100 years. Since the company was founded in Munich in 1924 by Ludwina Bertoldi, the Saffer company has developed into the leading supplier of Italian and Austrian quality wines on the German market.

Below is an overview of the most important milestones in our company’s history:

1924 Viticulture

How it all started

Ludwina Saffer, née Bertoldi, comes from one of the oldest winemaking families in South Tyrol. Even today, the Bertoldi family’s vineyards above Lake Kaltern are still among the region’s finest.

It was here that she met Bavarian hotelier and hop-grower Johannes Saffer. The pair married and went on to run a hotel in the town of Arco on Lake Garda.

Following her husband’s premature death, in 1923 Ludwina Saffer and her children, with a team of Haflinger horses, moved to Munich to introduce the wines of northern Italy to Germany.

She took up residence in the Giesing quarter of the city and bought a wine cellar with restaurant attached. It was from here, in 1924, that she began to sell wines from the family’s vineyards.

The foundation stone of a budding company was in place.


In the years that followed, Ludwina’s son Anton Saffer took over the wine business and over 36 successful years turned it into a highly regarded special- ist supplier of South Tyrolean wines. He focussed on expanding the wine cellar and extended the Saffer range to in- clude an increasing number of wines from other producers in northern Italy which he sold to restaurateurs in Bavaria and small regional merchants. Locals in the rapidly growing quarter also devel- oped a taste for the Italian specialities.


The next generation

In 1958, Anton Saffer’s son Paul Saffer succeeded him at the head of the company. The construction of new cellars and associated acquisition of a new bottling line marked a defining moment in the company’s expansion. Saffer extended its range and expanded its distribution activities across southern Germany. The Saffer name became synonymous with Italian wines, winning the custom of a host of merchants and restaurateurs. Growing success and takeovers of the ROVINA cellars in Munich and the EINSLE cellars in Krumbach, Bavaria, meant that the company soon outgrew its premises in Giesing. An increasing focus on the sale of estate bottlings from Italy was another factor in the decision to build modern administration and warehouse premises in the east of Munich. The result provide space for efficient management and proper storage of bottled wines.

A national operation

The 4th generation

Andreas Saffer, inducted into the business by his father at an early age, took over the company in 1996. Having completed a business degree and a subsequent qualification in international wine marketing (with the OIV in Paris), Andreas Saffer transitioned into the role seamlessly and successfully. In the years since then, Andreas Saffer has developed the company’s range and built a national sales structure. Saffer’s expertise is particularly evident in its strong and exclusive brands such as Bertoldi, Contessa Marina, Bella Aura Oro, Luce del Sole and Griwaldi. With reconstruction of the administrative building and expansion of the warehouse in 2011, the company’s wine outlet moved into premises of its own. Saffer’s new flagship store in central Munich opened its doors in February 2021.


Saffer’s Fattoria and historical wine cellar is not just a homage to the Saffer company’s origins – it is also an expression of our commitment to good food. Diners experience Italian hospitality and authentic home cooking. The historical wine cellar can also be hired for events. We still fill our keg barrels in the place where our bottle filling line once stood.


Under this brand name, we offer our private customers a wide range of wines from Italy and Austria, as well as Germany, France and Spain from a single source. Discover our wine selection both online ( and on site in two vinotheques in the Munich city area.
To visit our end customer shop, please click here.

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