Event Recap: Avignonesi Unveils Vibrant 2014 Vino Nobile di Montepulciano in Collaboration with Artist Amrita Marino

On October 3, 2024 , YRB attended an event celebrating Avignonesi, and the release of its latest 2014 vintage, with labels designed in collaboration with artist Amrita Marino. The event was held at Lavan in New York City.

Guest enjoyed appetizers and several offerings from the Avignonesi portfolio which included the newly released 2014 vintage.

Matteo Giustiniani, CEO of Avignonesi, gave a presentation about the company and spoke about the importance of the Benefit Company structure.

Founded in 1974, Avignonesi is celebrated for its dedication to crafting outstanding wines that honor the traditions of Tuscany. The winery’s Vino Nobile di Montepulciano stands as a hallmark of excellence, exemplifying the rich heritage of the Nobile denomination.

Avignonesi has evolved through a series of transformative milestones—first transitioning to certified organic practices, then embracing biodynamic methods, and ultimately adopting the Benefit Company structure, while also achieving B Corp® certification.

There has been a profound evolution over the years for the company which led them to master their way of producing wine and their position on the international market. Avignonesi has learned how to distinguish themselves and elevate the Nobile di Montepulciano denomination.

This growth culminated in the creation of the Live Nobile campaign, a movement that was conceived on the 50th anniversary and that symbolizes the winery’s willingness to focus on a different and wider spectrum of consumers, bringing wine into cultural conversations with a new approach.

In line with this philosophy, the collaboration with Amrita Marino, the Indian-born American illustrator known for her bold use of color, shape, and movement, emerged naturally.

Marino’s work captures modern lifestyles with humor and reliability, and her dynamic and playful artistic vision helps Avignonesi break the Mold and step forward into the future.

For the 2014 Vino Nobile di Montepulciano vintage, 10 new labels were crafted by the artist,
embodying a concept that honors ordinary moments with a touch of elegance.

Marino’s vibrant illustrations perfectly capture the essence of the “living Nobile” approach—celebrating everyday experiences with sophistication and joy.

The designs emphasize the value of light-heartedness, inspiring consumers to bring a noble touch to their daily lives.

The new Live Nobile campaign, set to launch globally this October in London, New York, and
Milan, will also extend to future vintages, aiming to explore the rich heritage of Avignonesi in a contemporary context.

This innovative collaboration seeks to elevate the brand’s presence and
connect with a broader, younger audience. It reflects the winery’s commitment to blending
tradition with modernity through Marino’s vibrant and humorous illustrations, while always
maintaining its vision: to be a “good ancestor”, nurturing the land and people to create a better
future and leave a positive legacy for future generations.

Amrita Marino is an Indian-born, American illustrator. She took a leap of faith in her thirties to pursue graphic design professionally, after a prior career in engineering and information technology. Her joyful, female-centric body of work is informed by bold colors, shapes and movement. Her creative practice has attracted a range of global clients including Condé Nast, The New York Times, Starbucks, Sephora and Warby Parker, among others. She grew up in Calcutta, India and is currently based in New York.

About Avignonesi:

Avignonesi, founded in 1974 in Tuscany, is celebrated for its exceptional wines and steadfast dedication to the Sangiovese grape. Situated in the Vino Nobile di Montepulciano region, Avignonesi operates exclusively under biodynamic conditions, making it the largest biodynamic winery in Italy with a total of 170 hectares. The winery exclusively uses its own grapes, ensuring that each bottle reflects the true essence of its terroir. The company’s focus on sustainable practices and excellence is foundational to its culture and operations. Avignonesi is also part of the Slow Wine movement, aligning with its philosophy of quality and sustainability.

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