Talk-A-Vino

Have you heard of Vino Nobile di Montepulciano? If you have – great, if you have not – don’t despair, this is what we want to talk about today. Not to confuse anyone, we will be talking here about wines produced near the town in Tuscany called Montepulciano, where the wines are made from the same grape that shines everywhere in Tuscany – Sangiovese, and not about the grape called Montepulciano.

Wines had been produced in the Montepulciano area for a very long time (it’s Italy to you), and in 1685 Montepulciano wine was declared a “king of all wines“. But it was not until the 1930th when the name “Nobile” made it on the wine label thanks to the efforts of winemaker Adamo Fanetti. From there on, the wines previously known as “special Montepulciano red wines” became known as Vino Nobile di Montepulciano.

Okay, what is this “Living Nobile” all about you might ask. Let’s talk about it.

I asked the glorified search engine, now also known as AI “What does it mean to live Nobile” – and here is the answer I received:

“To live nobile” means to live a life characterized by high moral principles, displaying qualities like kindness, integrity, generosity, and a strong sense of duty towards others, essentially embodying the idea of “nobility” in one’s actions and character; it signifies living with a focus on doing good and acting with dignity, rather than seeking personal gain or power.”

This seems to be reasonably clear, would you agree? But where is the connection to the wine?

Ahh, I thought you would never ask. Cue in Avignonesi, one of the premier wineries in the Vino Nobile di Montepulciano area, founded in 1974.

Avignonesi was instrumental in advancing the whole region forward, being the driving force behind Vine Nobile di Montepulciano becoming one of the very first regions in Italy to be awarded DOCG (Denominazione di Origine Controllata e Garantita) status, the highest level of quality in Italian wine denomination system, along with all the famous “B”s – Barolo, Brunello, and Barbaresco.

That is not all. Avignonesi today is a certified organic and biodynamic winery, and it is also a certified B Corporation since July of 2022. Now this gives is even better connection to the “live Nobile” concept as outlined above.

To become a B (B stands for Benefit) Corporation, a for-profit company has to be certified (every 3 years) to meet high level standards for social and environmental performance. As of February 2024, there were  8,254 certified B Corporations across 162 industries in 96 countries. Out of that total number, there are only 52 wineries, and Avignonesi is one of them.

Here are more helpful suggestions from the AI:

Wineries that become B Corps often commit to:

Using low impact farming methods
Managing resources responsibly
Treating their workforce, community, and natural surroundings fairly and responsibly

As you can tell, these are perfecly aligned with the “living Nobile” concept.

To promote “living Nobile” concept, Avignonesi recently engaged in an entire campaign promoting this concept. The winery also created a special release of their flagship 2014 Vino Nobile de Montepulciano wine adorned with a special label designed by the artist Amrita Marino. I had an opportunity to sit down (virtually) with Avignonesi CEO, Matteo Giustiniani, have him explain the concept behind “living nobile” and answer a few of my questions. Here is what transpired in our conversation:

[TaV]: Can you explain the idea behind ““living Nobile””?
[MG]: We always keep in mind our extra long-term vision: to be good ancestors, planting trees under whose shade we will never sit. Recently, we started asking ourselves how we could deeper connect with our consumers, deepening their understanding of the Nobile di Montepulciano appellation and bridging the gap in understanding the values that drive us in caring for each grape, each bottle, and every consumer, beyond all technical aspects that do remain fundamental to our striving for excellence.
And here it came! The Live Nobile communication platform: a veritable movement that brings wine into cultural conversations and gives it a fresh and renewed relevance. It tells us what living Nobile means, highlighting the importance of lightheartedness and enlisting the help of Amrita Marino to illustrate our points, supporting us in telling what Live Nobile is. For us, Live Nobile it’s sharing ravioli, saving seats, arriving on time, or celebrating small wins. Yet, it’s also about embracing slow living or it’s the impromptu refill; and again, it’s also the airplane mode and being the designated driver. But most important, looking forward, it’s everything we can recognize aligned to our deepest set of values, giving to us spectrum for so many facets and personal interpretations.

[TaV]: What is the inspiration behind these “artist label” releases?
[MG]: We see our featured artists to our greater end. Today it’s Amrita, but tomorrow it could be a visual artist, writer, photographer, or calligrapher. We are selecting key individuals to represent the aesthetic values of our platform, Live Nobile.

[TaV]: Why ten new labels for the 2014 release? Will all of these labels be available in all of the markets? What is the inspiration behind these labels?
[MG]: 10 labels as we are marking a decade since we first harvested grapes, giving through each label a visual life to our already imagined platform.

[TaV]: Do you plan to continue these special “artist label” releases? Will you have such a special release next year? Will you work with different artists for he subsequent releases?
[MG]: Absolutely, yes! We will have special releases next year (and the following ones) featuring a variety of creative people.

[TaV]: I’m assuming this 2014 is also considered a “vintage release”? The tech note you sent me is for the regular 2014 Vino Nobile di Montepulciano – was the wine with the artist labels simply a part of the same general 2014 batch, or were they specially selected?
[MG]: The 2014 Vino Nobile di Montepulciano was originally released as part of the standard vintage back in 2014. However, 10 years ago, we made the decision to set aside a very limited number of bottles to age in our cellar, and we are now re-releasing them with updated packaging. These bottles are still part of the general 2014 batch.

[TaV]: Were some wines released under the general label, and some reserved for the later release, bottled, stored at the winery, then recently labeled and offered as an “artist series”?
[MG]: Yes, this is correct

[TaV]: Or were these special-label wines from different plots/vineyards?
[MG]: No, same general batch.

As you can tell, living Nobile is simple, and we should all embrace this beautiful concept. You can learn more about living Nobile on the Avignonesi website, and also there you can see all ten artistic labels celebrating this special release.

So how were the wines? I had an opportunity to try both nicely aged classic Vino Nobile and a special treat – a super-Tuscan wine called Desiderio.

2014 Avignonesi Vino Nobile di Montepulciano DOCG (13.5% ABV)
Ruby with brickish hues
Leather, tobacco, a hint of a gunflint
Cherries, leather, roasted notes, earthy notes, good acidity, cherries on the finish.
Drinkability: 8, very nice

I think Desiderio wine deserves a little introduction, and I’m not going to regurgitate a perfect explanaton as it appears on Avignonesi website. Here it is:

“Desiderio was a bull which lived on Avignonesi’s Capezzine farm more than one hundred years ago. The largest bull in Tuscany at that time, this majestic animal helped define the Chianina cattle race, specific to the Bistecca Fiorentina. It came as a natural choice to dedicate this Merlot to the beloved bull as a testimony to the wines’ origin. This is Merlot from Tuscany at its best.

The iconic white bull is today an illustration of the vintage. There is more to the label than meets the eyes. Compare them with each other, and you will notice a few clues about the climate. Look at the sky, and you will understand whether it was cold, hot, or balanced and you can decipher many other hints.”

2020 Avignonesi Desiderio Toscana IGT Merlot (14.5% ABV, 100% Merlot, organic grapes)
Garnet
Cherries, eucalyptus
Dark cherries, firm structure, well integrated pleasant tannins, hint of bell peppers and cassis leaves, perfect balance, medium-long finish
Drinkability: 8+, excellent

The world will definitely be a better place if we would all adopt this simple “living Nobile” concept. Let’s try to do just that.