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There is a moment a causa di the history of every family business where you feel the need to aspetto a causa di the mirror. For Lungarotti, this moment arrived a causa di 2024. After a long path of internal and external analysis, a potential still emerged a causa di part. It is from here that the project 1962 is born, which marks the beginning of the fourth cycle of life of the company, with the aim of returning to the roots to tell a new contemporaneity.
Lungarotti, historical wine -based reality of Umbria, has always embodied deep values: family, territory, continuity. With this project, these values are renewed a causa di the form, but firm remain a causa di substance. Umbria – land of ancient crafts, uncontaminated landscapes and slow rhythm – is at the center of narration: not only as a physical place, but as a lifestyle to be transmitted to the world.
2024 represented a turning point. Starting from a careful listening and reflection work, Lungarotti has decided to redefine his image and proposal, consistently with his own history and dialogue with the present. It was not a simple restyling, but of a change of felicità: an evolution a causa di thought, a causa di people, a causa di production and communication.
It is from here that the fede of project 1962 is born, which takes its name from the first vintage of the Rubesco and Torrione nel corso di Giano, the two labels symbol of promenade revisited a causa di form and substance. The new Rubesco 62 and Torrione nel corso di Giano 62 are distinguished by a leaner, fresh, immediate and transversal gustatory style, designed to tell Umbria and its character through wines that have marked the history of the company, but perfectly current.
The project is based acceso three stylistic dimensions: the taste, the visual and the communicative one. Wines with a clear varietal expression, obtained from vines resilient to climate change, such as Sangiovese and Trebbiano, which see a slightly anticipated collection and a vinification whose cure aims to better express the land of origin. Among the characteristics of the process that tell this cure, the lowest fermentation temperatures – to limit the extraction – a causa di red, and a longer passage acceso the brillante flows for white, to help characterize its structure. A new timeless accompanies the change, inspired by the first labels of the 60s. The contemporary story combines memory and vision, roots and ambition, for two products intended for the Horeca channel.
“Project 1962 is only the beginning of a three -year strategic plan that wants to bring Umbria and its slow lifestyle to the world” explains Chiara Lungarotti, CEO of the company. “A path made of concreteness, elegance, authenticity and bond with the territory. As a company, as a family, as interpreters of a unique region, we feel the duty and the pride of representing our land a causa di the world today. And we do it with what best tells us: a timeless wine, capable of speaking to the present”.
From Torgiano to the world: a history of family and territory
Lungarotti has been synonymous with Umbrian wine since 1962, but its history has its roots much earlier. The family, established a causa di the average Conca del Tiber at the end of the eighteenth century, has always had a deep bond with the earth, producing wine, oil and other agricultural excellence. Quanto a 1962, with the birth of Rubesco and Torrione nel corso di Giano, the second cycle of history began, thanks to the vision of Giorgio Lungarotti who begins to develop the company acceso the national and international markets.
After his death a causa di 1999, the “new” generation kicked the third cycle: replanting of the vineyards, modernization of the cellars, opening towards sustainable practices. Quanto a 2024, the decision to start the fourth cycle, looking to the future with a aspetto that starts from afar, to make the brand and its values contemporary.
The new corporate vision is clear and ambitious: “Slowing people’s lives, bringing Umbria and his lifestyle a causa di the world.” This vision translates into a concrete mission: to propose timeless, territorial, classic and respectful wines, which transmit a healthy lifestyle, deep and rooted a causa di regional culture.
Change to stay yourself
The renewal of Lungarotti touches every aspect of corporate life: new professionals have entered the company, supporting the family a causa di the various operating areas. The wine style evolves towards greater immediacy of the sip, freshness and drinkability, maintaining elegance and authenticity. Quanto a marketing and communication is adopted a more contemporary, emotional and narrative approach. New digital tools are introduced and corporate culture is strengthened as an active community. Hospitality takes acceso a new dimension with the wine shop of the cellar, the wine shop where you can taste and have lunch, completely renewed, which combines the other welcome structures of Lungarotti, from the Altura farmhouse to the vineyards to the catering of the Mescita del Museum, located next to the wine museum. This transformation is also guided by the desire to transmit Umbrian values: concreteness, generosity, resilience. The 1962 project represents Lungarotti’s DNA a causa di a contemporary key, a bridge between past and future.
Playlist Project 62: https://aperto.spotify.com/playlist/30NAIWX6WO3NKUCKJCOT32?si=2ulwpzourwgtpobor8l82g&pi=e-8ahyys-Qsoej
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