Luxury Jewelry Bulgari Family Tries to Become a Name in Wine

on 26/03/12 at 9:30 am


The Bulgari name has long been associated with luxury jewelry worn by some of the most famous celebrities in the world, like Elizabeth Taylor and Julianne Moore.

But will it mean anything in the world of fine wine?

The Bulgari family does not know, but this week it will begin to find out. A new wine venture by two members of the Bulgari watch and jewelry dynasty, Paolo and Giovanni Bulgari, will release its first three wines this weekend at Vinitaly, the international wine trade fair in Verona, Italy.

The wines, made at the family’s PoderNuovo estate here in southern Tuscany, are the first fruits of the enterprise established by the former chairman of the Bulgari Group, Paolo Bulgari, and his son since the family sold control of the jewelry company through a share swap with the French luxury company LVMH Moët Hennessy Louis Vuitton in March 2011.

It is difficult to make a splash in the world of fine wine. It is very competitive and has plenty of venerable boutique brands like Tignanello, produced by Antinori, or Tenuta San Guido’s Sassicaia wines. But that has not stopped many celebrities, like the golfer Greg Norman and the actress Drew Barrymore, from entering the business.


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