Decanter Sent a Sponsored Email Promoting Visits to Avignonesi’s Le Capezzine Estate in Tuscany

Decanter distributed a sponsored promotional email on Monday inviting readers to plan a visit to Le Capezzine, the historic home of the Avignonesi winery in Montepulciano, Italy, as part of a campaign focused on wine tourism and estate visits in Tuscany.

The message presented Le Capezzine as “a vineyard worth exploring” and described the property as one of Tuscany’s largest biodynamic estates. According to the promotional text, the estate is set among the hills of Montepulciano and offers visitors access to vineyards and gardens, guided tastings of estate wines, seasonal cuisine, and a closer look at the winery’s approach to regenerative viticulture.

The campaign was framed as an invitation to experience the estate over the course of a short afternoon or a full day. The email said each visit can provide a different view of the landscape and of the people who work the land, emphasizing the seasonal and working nature of the winery. It also said guests can observe the rhythms of the estate throughout the year, a point commonly used in winery tourism to distinguish on-site visits from standard retail tastings.

Avignonesi identified Le Capezzine as a place where visitors can learn about the philosophy behind its vineyard practices. In the message, the estate linked biodynamic and regenerative farming to the visitor experience, suggesting that hospitality is being used not only to promote wine sales but also to communicate agricultural methods and brand identity. The email did not provide pricing, booking conditions, operating hours, or the specific format of the tours and tastings.

The winery listed its location as Via Colonica, 1, Montepulciano, in the province of Siena, and directed readers to its website, avignonesi.it, for visit planning. It also provided a contact email address and referred readers to its Instagram account, @avignonesiofficial, indicating that digital channels are a central part of its outreach to potential visitors.

The promotional message was labeled sponsored content and was sent under the Decanter name through Future Publishing Limited, the media company listed in the footer. The email included standard commercial disclosures, including a note that Future may earn an affiliate commission when purchases are made through links in its content. It also stated that the recipient was receiving the message because they had signed up to receive communication about partner offers and included options to unsubscribe or update email preferences.

The marketing approach reflects the continued importance of direct-to-consumer tourism for wineries in established European wine regions, especially estates that want to connect farming methods, local food, and place-based hospitality in a single visit. In this case, the invitation centered less on a single bottle or release and more on the estate itself, using the setting of Montepulciano and the language of biodynamic farming to position Le Capezzine as a destination for travelers interested in wine, food, and the Tuscan landscape.