“TAILOR MADE” WINE IS THE NEW FRONTIER IN LUXURY FOR AMERICAN MILLIONAIRES. EXCLUSIVE BOTTLES CREATED TO FIT THE EXACT WISHES OF THOSE WHO BUY IT

Imagine a wine created completely to one’s fancy, starting at zero to make something based on the tastes and specific desires of the client, commissioned at an excellent winery, just as if it were a shirt being made by a trusted tailor: this is the new frontier in luxury for wealthy Americans, who, even during a period of international economic crisis, continue to cultivate their passions.
The idea was created by the Tenuta Valdipiatta (www.valdipiatta.it), producers of Nobile di Montepulciano, who were the first to launch the exclusive service of creating “tailor made” wine in Italy. The company offers a personal wine consultant who listens attentively to the desires of the client, offering the possibility of choosing the varietal directly from the vineyard, tasting the wines in barrels, and assembling the blend. The final result is a unique wine that can be saved in a cellar or given as a gift to friends.
“The American clients who have adhered to this initiative” – explained Miriam Caporali, head of Tenuta Valdipiatta – “pertain to a very high target, both culturally and economically, and they are seeking the uniqueness of each product and experience. Guided by a great passion, they will take a plane many times to Italy from the United States just to cultivate their “Tuscan dream” and personally follow their wine, with a very high economic investment that only a very few can allow”. And it is precisely the exclusivity of it that attracts these consumers. In the age of globalization and global access to goods that had been, until now, reserved for a small elite, millionaires have now surpassed the idea of luxury as it had been commonly intended. The new circle of exclusivity is no longer determined solely by the price of the object, but also by the number of pieces available and by the exceptionality of the way in which they were made.
From fashion and design, to food, and cosmetics, even the top brand names are now aiming at personalized products. Thus, the truly rich wear clothes, furnish a loft, organize a dinner or a trip in a customized way with costly and exclusive tailor made organization. Today, the really rich have their own personalized perfumes made (in Italy the most famous of these craftsmen are Laura Tonatto and Lorenzo Volloresi), have an outfit created by a renowned tailor (with one on the historic Savile Row in London, for example), have a trip organized by an agency specialized in costly vacations that are off the beaten track, or call a famous chef to prepare an exclusive dinner at home. The truly rich do not have to conform, but can search out total uniqueness.
And the Tenuta Valdipiatta is one of the wineries that have re-launched the historic territory of Montepulciano for the wealthy who are searching for exclusivity. Owned by the Caporali family, today, the winery and vineyards are run by Miriam, the daughter of the founder, Giulio Caporali.