In the world of wine, every bottle tells a story, and its contents are only part of this narrative. The label, often overlooked, plays a crucial role in attracting attention and communicating the essence of what is inside. In 2019 we have embarked on an exciting collaboration with Luigi Notarnicola, a local artist from Mottola and already creator of our graphic identity Petracavallo, giving life to a project that has combined art and wine in an extraordinary way: The labels of our Pop line.
When we met Luigi, his artistic vision was immediately contagious. His vibrant and colorful paintings not only caught the eye, but told stories full of emotion and meaning. Deciding to use his works as labels for our wine was a bold step; we volunteered in an innovative experience, where art and wine blend into a perfect match. In the context of wine tradition, we were aware that we were breaking patterns.
Our first pop label was the Big Foot, a huge foot that stood up boldly, provoking mixed reactions. Some were fascinated by irony and symbolism, while others were sceptical, fearing that such an unusual element could alienate more traditional consumers. It was a big risk, but we had confidence in the power of art to go beyond conventions and defy expectations.
Gradually, however, time proved that we had made the right choice. That first label started to be noticed, attracting the attention of wine and art lovers. People started betting on us, being curious, talking about our bottles. The foot on the table, which initially caused fear and confusion, has become a symbol of creativity and courage. People have begun to perceive our wine not only as a drink, but as a work of art to enjoy, collect and share.
Luigi’s art has told stories that have enriched our wine making proposal.
Each label has become an invitation to explore not only the wine, but also the artistic thinking behind it. The Petracavallo – Pop line created a dialogue between the worlds of wine and art, inviting the tasters to reflect on the link between the two. The interaction between wine colour, aromatic notes and vivid images opened up a complete sensory experience.
Over the years, many have told us how our approach has renewed their interest in wine. People of all ages have begun to approach the world of viticulture with new eyes. They have discovered that wine is not just a product to be consumed, but an opportunity for connection and discovery that transcends the palate.
Today, when we look back on that adventure that began in 2019, we can proudly say that our courage has paid off. The collaboration with Luigi Notarnicola has shown that the union between art and wine can generate wonder and fascination, and that art has the power to transform not only a label, but also the whole way of conceiving wine.
In an age where many are looking for new experiences and forms of expression, our project continues to grow and inspire. We are excited about what lies ahead and curious to see what new adventures the future will bring. Art and wine complement each other perfectly, and together we will continue to write this enchanting story.
The whole Pop line is available at this link. Wine – Vini Petracavallo
Visual artist | Luigi Notarnicola | Italia
