Nobile di Montepulciano: premium labels to grow the entire Docg

A new range of premium bottles to characterise the different territorial identities of Vino Nobile and also act as a driving force for the rest of production, both in terms of quality and market positioning. Perhaps following in the footsteps of the Montalcino 'cousins' who have made great strides, but above all to consolidate the growth path of recent years, achieved in a period that was not exactly brilliant for red wines. This is the strategy behind the 'Pieve project' of the Consorzio del Vino Nobile di Montepulciano.

What is it all about? "The study of the history, geology and geography of the territory has led to the identification of twelve areas, defined in the new production specification Uga (Additional Geographical Units). Historical documents tell us that some of these toponyms were already known and used in the 1700s and now they will be preceded on the label with the mention Pieve," explains Consortium President Andrea Rossi, "characterising a higher level of specification than that of the Riserva. The Nobile that is produced in the different areas can lead to very different results, a characteristic that in the past was considered a limitation and that we instead want to transform into merit, with rules that aim to increase the quality of production destined for a high bracket of enthusiasts who will be able to appreciate the differences. The idea was born during the Covid to overcome the critical issues we were going through, and the fact that it was already widely supported at the conception stage gave strength to the project'.

What are the expected results from an economic point of view? "Since 2019 we have already grown by 20% in volume and even more in value, also thanks to the return of the word 'Toscana' on the label, which is of great importance, especially internationally. Dafter the leap between 2021 and 2022, in 2023 we were able to maintain the level achieved and so the partial figures say it will be for 2024. In short, we are defending ourselves well in a difficult period, especially for reds. And now in January we will start selling the first bottles of the 2021 vintage with the mention Pieve. I am optimistic about the results we can achieve, also because the critics are recognising the effect this operation is having on the quality of all the wine produced. Even if, when fully operational, Pieve bottles will only be between 5 and 10% of the total, I believe they will be able to drag the entire added value of production upwards. The objective is to return to an average of 11 million bottles (out of a potential of 14) with a growth in value that follows that of recent years.

 In 2023, 6.9 million bottles of Nobile and 2.6 million of Rosso di Montepulciano will be placed on the market, for a production turnover of around 65 million. But between patrimonial and induced value, the Consortium estimates an overall value of around 1 billion, in which the impact of tourism is important, with by now a 30% share of direct sales, on which Pieve is also relying heavily. The real price of the new labels will of course be determined by the market, but the Pieve price lists, which will be announced in December, will start from important figures, probably around double that of the reserves (so it can be assumed around 70-80 euros, with peaks that will of course be determined on the basis of the positioning of the individual cellars).

There is also room for growth in exports: in 2023 it stood at 66%, but in previous years it had reached 78%, mainly thanks to Germany and the United States. The contribution of work in the field of sustainability is also important: that of Nobile is the first consortium to obtain Equalitas certification in 2022, just as in 1980 it was the first to obtain Docg certification.