Lungarotti winery unveils renovated hospitality spaces blending tradition and modernity in Umbria

The Lungarotti winery in Torgiano, a historic name in Italian wine, has completed a major renovation of its hospitality areas, marking a new phase for the family-owned estate. The restyling project, which began several years ago, reflects a return to the company’s roots while embracing a contemporary vision. The changes are visible from the exterior, where the updated logo now includes the phrase “Radici in Umbria” (Roots in Umbria), highlighting the winery’s deep connection to its region and its commitment to sharing the Umbrian lifestyle with visitors.

Inside, the Enoteca della Cantina has been redesigned to offer guests an immersive experience. Visitors can taste and purchase wines, enjoy lunch, and explore displays of old vintages that tell the story of Lungarotti’s legacy. The focus remains on the estate’s two iconic labels, Rubesco 62 and Torre di Giano 62, both of which have been updated in style and flavor profile to appeal to modern tastes while maintaining their traditional character.

Chiara Lungarotti, CEO of the family business, explained that this renovation is part of a broader renewal plan called Progetto 1962. This initiative aims to make the brand’s values relevant for today’s audience by emphasizing authenticity, elegance, and a strong connection to the territory. The project is named after 1962, the year of Lungarotti’s first vintage of Rubesco and Torre di Giano. According to Chiara Lungarotti, the goal is to represent Umbria through timeless wines and genuine hospitality that encourages guests to slow down and enjoy life’s simple pleasures.

Throughout the summer season, Lungarotti offers a range of experiences at both its Torgiano and Montefalco estates. Guests can participate in classic wine tours with tastings, take part in vineyard treks and picnics, and learn about winemaking from grape to bottle. These activities are designed to immerse visitors in the natural beauty of Umbria and provide insight into local traditions.

The visitor experience is further enriched by access to two museums in Torgiano: the Wine Museum, which houses over 3,000 artifacts tracing wine’s history from Etruscan times to contemporary art; and the Olive and Oil Museum, which recently celebrated its 25th anniversary. Both museums reflect Lungarotti’s commitment to promoting not only wine but also the broader culture and heritage of Umbria.

Lungarotti’s story began after World War II when Giorgio Lungarotti transformed his family’s agricultural business into a leading winery. Today, three generations of the family continue this legacy at their Torgiano and Montefalco locations. With Progetto 1962 launched in 2025, Lungarotti aims to bring Umbrian wine and its slow-paced lifestyle to a global audience through quality wines and authentic experiences rooted in tradition.

Wine tourism remains central to Lungarotti’s mission. The estate continues to invest in welcoming visitors who seek not just wine but also an understanding of Umbrian culture, food, art, and history. By combining modern hospitality with respect for tradition, Lungarotti positions itself as both a guardian of regional heritage and an innovator in Italian wine tourism.