The News
Avignonesi, a leading producer from Montepulciano, has named Colangelo & Partners as their agency of record. The partnership aims to position Avignonesi as a leading voice in Tuscany and demonstrate how large-scale production can be rooted in stewardship and transparency. Founded in 1974, the estate has become a model for regenerative viticulture under Virginie Saverys' leadership.
The Takeaway
- Wine Industry Leadership: Avignonesi is positioning itself as a benchmark producer from Montepulciano, with Colangelo & Partners helping to reinforce its role as a model for responsible viticulture. The estate has been recognized for its regenerative practices and commitment to terroir-driven winemaking.
- Scale and Stewardship: Matteo Giustiniani emphasized that large estates can lead with integrity, using their size to drive industry-wide impact while maintaining craftsmanship. This approach challenges the notion that scale dilutes quality or authenticity in wine production.
- Strategic Expansion: The partnership marks a strategic move for Avignonesi to deepen its presence in the U.S., leveraging Colangelo & Partners' expertise in fine wine and lifestyle PR to shape global perceptions of Vino Nobile di Montepulciano.
Original Press Release
The partnership aims to position Avignonesi as a leading voice in Tuscany, proving that scale, when rooted in stewardship and transparency, can drive industry-wide impact and shape the future of Vino Nobile di Montepulciano in the U.S.
Avignonesi, one of Tuscany's most forward-thinking estates, is pleased to announce its partnership with Colangelo & Partners, a leading fine wine, spirits, and lifestyle public relations agency. The collaboration signals a strategic expansion in the United States, aimed at deepening Avignonesi's presence while reinforcing its position as a benchmark producer from Montepulciano and as a model for responsible viticulture.
"We are excited to partner with Colangelo & Partners as Avignonesi enters a period of growth," said Matteo Giustiniani, CEO & Winemaker of Avignonesi. "Our size allows us to have a meaningful impact—on the land, on our community, and on the global perception of Vino Nobile di Montepulciano. We believe that scale does not dilute craftsmanship; rather, it increases our responsibility. Through agricultural honesty, regenerative practices, and a deep understanding of terroir, we aim to demonstrate that large estates can lead with integrity while crafting wines of precision and character."
Founded in 1974 and named for the Avignonesi family, the estate has long been a leading producer in Montepulciano. Since its acquisition by Virginie Saverys in 2009, the family-owned winery has become a model of regenerative viticulture, fully embracing organic and biodynamic practices and embedding long-term environmental stewardship into its philosophy, as reflected in its Benefit Corporation certification. Today, under the leadership of Virginie's children, Basile and Eline Aloy, the 400-acre estate spanning Montepulciano and Cortona has reduced emissions by 45% since 2018, transitioned to 80% renewable energy, and planted over 3,000 trees to enhance biodiversity. Through this place-conscious approach, Avignonesi not only nurtures the land but also cultivates a community of ambassadors who champion its values of quality and sustainability in Montepulciano.
Avignonesi is also contributing to the renewed momentum of Vino Nobile di Montepulciano. Long overlooked and often confused with Montepulciano d'Abruzzo, the appellation is experiencing a measured resurgence. Its savory, terroir-driven expression of Sangiovese—structured yet refined, vibrant yet age-worthy—aligns naturally with growing American appreciation for wines defined by freshness, balance, and authenticity.
At the same time, the estate continues to honor its history in Cortona, where international varieties have found a distinctive voice in clay-rich soils. Desiderio Toscana IGT, a benchmark Merlot since its first vintage, remains an iconic expression of the estate—a wine whose depth and lively energy resonates strongly as Merlot experiences renewed appreciation in the U.S. market.
"Avignonesi represents a compelling evolution within Tuscany," said Megan DeAngelo, Italian Group Director at Colangelo & Partners. "It is rare to see an estate of this scale operate with such clarity of purpose and transparency. Its commitment to stewardship, combined with wines that speak clearly to American palates, positions Avignonesi as a leader not only within Montepulciano, but within the broader conversation about the future of fine wine."
The winery currently produces a number of wines in addition to Desiderio, most notably its 'Poggetto di Sopra' Vino Nobile di Montepulciano DOCG—a 100% Sangiovese that acts as one of Avignonesi's purest expressions of place, bringing out the characteristics of its environment, particularly its clay soil.
Source: BevNET