With the restyling of the hospitality areas starts a new chapter for this historical Italian wine estate
A restyling of the hospitality areas writes a new chapter in the history of this historical company
July 7, 2025 (Torgiano, Italy) — Returning to one’s roots to tell a new contemporary story. This is the philosophy that has inspired the restyling project of the Lungarotti winery in Torgiano. The historic winery has chosen to renovate its visitor areas to write new chapter in the history of this family business, synonymous with Umbrian wine since 1962.
A journey that began a few years ago, redefining their image and offering in a way that is consistent with the history of Lungarotti. An evolution in thinking, in people, in production and also in visual communication that has resulted in a restyling of the winery’s exterior, starting with the logo on the façade. Under the name Lungarotti, in fact, the words Radici in Umbria (Roots in Umbria) summarise the essence of this change: bringing the territory back to the centre of the narrative, not only as a physical place, but as a lifestyle to reveal to the world. A slow, people-friendly lifestyle, rediscovering the pleasure of conviviality under the winery’s pergola, sipping a glass of Rubesco 62 and Torre di Giano 62, Lungarotti’s two iconic labels, revisited in form and substance and captivating with a more streamlined, fresh, immediate and transversal taste profile.
But the restyling also concerns the interiors and, in particular, Enoteca della Cantina, where it is possible to taste, have lunch and purchase wines. In the renovated spaces, designed to make the experience even more pleasant and immersive, Lungarotti’s iconic labels are the absolute protagonists: old vintages are also on display, telling the story of a company that has always embodied profound values such as family, territory and continuity.
‘The restyling of the reception areas,’ explains Chiara Lungarotti, CEO of the family business, “is another piece of our renewal plan, which began with the launch of Progetto 1962, launching us into the future with a view that starts from far back, to make the brand and its values contemporary. A journey made up of solidity, elegance, authenticity and a connection with the territory. As interpreters of a unique region, we feel the duty and pride of representing it through what best tells its story: our timeless wines, capable of speaking to the present, our generous hospitality that promotes a healthy lifestyle, in contact with nature, focused on rediscovering slower-paced rhythms and the pleasure of seeking joy in simplicity.”
Throughout the summer season, guests can enjoy authentic experiences in Torgiano, as well as at the Lungarotti estate in Montefalco: from classic wine tours with tastings to trekking and picnics among the vineyards, immersing themselves in the nature of Umbria and discovering how wine is made, from the grape to the bottle. The experiences are completed with a visit to the Wine Museum in Torgiano, which tells the story of wine through over 3,000 precious artefacts, from the Etruscans to contemporary art, and the Olive and Oil Museum, which has just celebrated its 25th anniversary.
About Lungarotti
Lungarotti, a traditional winery in Umbria, has helped shape the history of Italian wine around the world. It was Giorgio Lungarotti who, after the war, transformed the family business in Torgiano into a successful winery. A story that continues today in the Torgiano and Montefalco wineries, thanks to the commitment, passion and expertise of three generations of the family. With the 1962 project, launched in 2025, the company has embarked on a new cycle, returning to its roots to tell a new story of the present. The vision of Project 62, named after the first vintage of Rubesco and Torre di Giano, the two iconic labels that have been redesigned in form and content, is clear and ambitious: to bring Umbria and its slow lifestyle to the world by offering timeless and territorial wines. The cornerstones of the company include wine tourism and the promotion of the culture of wine, oil and artistic heritage through the Wine Museum and the Olive and Oil Museum in Torgiano.
