Bulgari family trying to wine of jewelry make a switch

But it means nothing in the world of fine wine?

The Bulgari family do not know, but this week it starts to find out. A new wine venture by two members of the Bulgari watches and jewelry dynasty, Paolo and Giovanni Bulgari, published his first three wines this weekend on the Vinitaly, the international wine fair in Verona, Italy.

Wines, estate of the family of PoderNuovo here are founded by the former Chairman of the Bulgari Group, Paolo Bulgari and his son in Southern Tuscany, the first fruits of the company, because the jewelry company through an exchange of shares with the French company LVMH Moet Hennessy Louis Vuitton sold the family in March 2011.

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

The Bulgaris play down the family tree on the bottle, partly because of the rules laid down by their former company, that restrict how the name Bulgari in other companies can be used. The label PoderNuovo is grey sign a simple design of the blood-red stylized vineyards on a white background, with Paolo and Giovanni Bulgaris name in subtle light below. The three wines only Sotirio, named after the Greek-born founder of the dynasty, Bulgari is a direct reference to the family an illustrious past.

"Our battle is not to be known as the wine of Bulgari", said Giovanni Bulgari, 36, Chief Executive of PoderNuovo, in an interview in the cosy dining area of the farmhouse, which is now his part-time home. He said, that he and his father were worried that the wine as a rich man lark or a better known agricultural offshoot of the Bulgari jewels, watches, perfumes or other accessories would be considered.

"The real challenge is to show that we can produce very much good wine," he said.

That's not to say that handling not influenced jewels for years, as Mr Bulgari wine-making approaches. "My father taught me how stones, get treat a feel for their temperature to keep them in my hands, without looking at it, and then to watch as light pieces from them," he said. Wine also called for an intuitive perspective: "how they responds to light, such as the color in a glass moves."

So far happiness and nature on their side have been, Mr Bulgari said.

The 42 hectares of vineyards in PoderNuovo were planted in 2007. Its terrain is rich with clay, sand and chalk in various proportions, a good match for different varieties of grapes. The Bulgaris turned to an Italian famous oenologist, Riccardo Cotarella for his stamp on the three go 2009 wines onto the market: a Tuscan red blend, a Cabernet franc and Sangiovese, the local grape variety in Central Italy.

First production is set to double that if the wine is fully functional for 60,000 bottles, with the aim of. The wines will sell wholesale for 12, 16 or 20 euros (about $16, $21 or $24), depending on the wine. Importers and distributors be set the selling price.

The family is no illusion, the past successes in a field in a different success guarantee.

"It's a very crowded market, and it is a difficult moment to sell anything from wine to cars." The competition is so hard, "Paolo Bulgari recognised who described as optimistic yet." "Now we will have, to sell out there."

The family has yet to its distributors and, although a leg would have been there in the landing of LVMH, the niche sold importers wines, champagne and spirits and where Paolo Bulgari sits on the Board.

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