United wines of Benetton

United wines of Benetton
Luciano Benetton will distribute wine across Italy from September. Photo: AFP/Toru Yamanaka
Italian clothing giant Benetton will start producing wine from September. The company has already chosen the names for its range: Red, White and Malvasia, a type of wine that is either white or very dark, and aromatic.

Founder Luciano Benetton told the Veneto edition of Corriere that the names were chosen for their “simplicity and clarity.”

Apart from being guided by his passion for wine, Benetton said the inspiration to move into the wine market came from the grapes that grew outside the company’s headquarters in Treviso.

“For years I would see these grapes from my office window, and thought they were destined for the wine cellar,” he told the newspaper.

Benetton, which is famous for its controversial advertising campaigns, became a major shareholder in Farnese, a winery in Abruzzo, in February.

The range of wine, called Villa Minelli after the company’s headquarters, will be distributed in hotels, restaurants and wine bars across Italy from September. Production will be limited to 50,000 bottles a year.

“As we don’t have a great tradition in this field, it would be best to keep our feet on the ground,” Benetton said. 

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