The Florio brand traces back to the historic Florio entrepreneurial family from Sicily (19th century). Today the name is associated with heritage businesses—most notably Cantine Florio—focused on production and promotion of Sicilian products such as Marsala wine, and on preserving regional winemaking and cultural traditions.

Florio operates as a heritage food & beverage and cultural brand: producing and marketing Marsala wine, supporting tourism and local products, and maintaining the Florio historical identity. The organisation emphasises high-quality production, regional craftsmanship, and promoting Sicily’s gastronomic and cultural heritage to domestic and international markets.