March 31, 2025 — San Felice, the historic winery in Chianti Classico, has been a leader in research and experimentation since its inception. In 1968, it pioneered the Super Tuscan category with Vigorello, followed by the iconic Il Grigio Chianti Classico Riserva, and a decade later, the first Chianti Classico from a single vineyard: Poggio Rosso Gran Selezione. Today, San Felice’s vineyards adhere to the principles of regenerative viticulture and are undergoing organic conversion.
This evolution continues with the launch of the Vitiarium collection, a range of wines designed for high- end dining that authentically expresses the surrounding vineyards and embodies both tradition and innovation in winemaking. The Vitiarium includes four distinct labels: Borgo Chianti Classico DOCG 2022, La Pieve Chianti Classico DOCG Gran Selezione 2021, Pugnitello Toscana IGT 2021, and In Avane Chardonnay Toscana IGT 2022. Crafted as a cohesive family, each wine features a contemporary aesthetic designed exclusively for San Felice by architect and wine designer Federica Cecchi. Each label narrates unique and fascinating stories, enhancing the tasting experience into a cultural exploration that captivates consumers.
These wines are the culmination of San Felice’s ongoing research, which began in the 1980s with the revival of nearly extinct ancient Tuscan grape varieties. This effort led to the creation of the Vitiarium project, an experimental vineyard dedicated to preserving local viticultural diversity, from which the new line takes its name. Spanning 1.6 hectares, the vineyard showcases 231 different grape varieties, reflecting San Felice’s commitment to both traditional practices and scientific research, in collaboration with the University of Florence.
“The identity of a wine is the synthesis of expression of a grape varietal, the terroir, the vintage and human knowledge.” Says Carlo De Biasi, Director of San Felice Wine Estates. “We wanted to express the precise identity of these wines, also through the narration of the characteristics that make them unique, taking the consumer on an imaginary journey and forging a lasting personal bond.”
The Vitiarium collection figures as another key element in the larger, long-term plan that San Felice has been meticulously developing. It stands as a testament to the hard work and dedication that have shaped the winery over the past few years. Every evolution at San Felice is carefully timed to maximize impact, with the ultimate goal of repositioning the brand and its estates in the market. The winery’s philosophy centers on preserving the unique identity of its wines, deeply rooted in the terroir and centuries-old Tuscan traditions. Through sustainable practices and innovative techniques, San Felice consistently elevates the
quality of its offerings, solidifying its position in the market and reinforcing its reputation as a benchmark of Italian winemaking artistry.
Each wine in the Vitiarium line tells a distinct story through its label design:
Borgo Chianti Classico DOCG 2022
An ancient print effect image of Borgo Chianti Classico captures its history, immersing it in a timeless narrative where every stone, every alley and every panoramic view becomes an old-time postcard, an invitation to plunge into a voyage through past centuries, to discover a historical and cultural heritage of immeasurable value.
La Pieve Chianti Classico DOCG Gran Selezione 2021
The design of La Pieve Chianti Classico Gran Selezione incorporates the polychrome decoration on the presbytery vault of the ancient Pieve from 714 A.D. located in the Borgo, marking its historical significance as a community landmark. The original black of the Pieve turns into a soft blue, symbolizing the evolution from a mysterious and historical past into a serene, open future. This transition not only evokes the peaceful atmosphere of San Felice, surrounded by the vast Tuscan sky, but also invites a new perspective, where history and modernity intertwine harmoniously. The transfer of the pictorial image to Gran Selezione marks the perfect union that connects wine with its history.
Pugnitello Toscana IGT 2021
The drawing on Pugnitello’s label evokes the variety of indigenous vines that were recovered and are now cultivated in the Vitiarium. Stepping away from classic schemes, the minimalist approach is emphasized by clean lines, bold colors, and the absence of superfluous decorations. It highlights a fundamental element of Pugnitello: a pure varietal vinification, symbolizing San Felice’s flair for research.
In Avane Chardonnay Toscana IGT 2022
The floral motif on the label of In Avane (from the Etruscan “Avenal”, meaning territory) depicts saffron pistils, a plant symbol of Tuscany’s territorial identity. All elements were chosen to underline the authenticity and craftsmanship that represent the territory. The shades of yellow, not only evoke saffron tones, they also describe the characteristics of this Chardonnay, which blends the sweetness of honey with the vibrant notes of exotic fruits, perfectly balancing softness and acidity.
The new line of wines caters to contemporary dining, offering high-quality vintage wines (Borgo), superior expressions (La Pieve), indigenous varietals (Pugnitello), and regional whites (In Avane), appealing to diverse palates.
About San Felice Wine Estates
San Felice is nestled in the heart of the Chianti Classico region, just a few miles from Castelnuovo Berardenga and Siena. Owned by the Grisaldi del Taja family from 1700 to 1968, the estate was acquired by the Allianz Group in the late 1970s. Today, it spans approximately 685 hectares across Tuscany’s prestigious wine-producing areas: Chianti Classico, Montalcino, and Bolgheri. The estate is home to the Vitiarium and the Borgo San Felice Relais & Châteaux. In both 2021 and 2022, San Felice and Campogiovanni obtained Equalitas – Standard SOPD Sustainable Organization (SO) certification, recognizing their commitment to sustainability.
