Montalcino, February 1, 2025 &Roberto Cipresso, one of the most respected and visionary figures in Italian winemaking, announces a radical turning point in his career and approach to the wine world. With 2025 as a year of transition, Cipresso has chosen to abandon traditional commercial systems—ratings, guides, and complex mechanisms—in favor of a model that prioritizes direct relationships with final consumers. “Wine is not just a product,” Cipresso explains, “it is an experience, a story, and a vision that deserve to be shared firsthand. After years of international success and innovation, I feel the need to return to the origins—reconnecting people with my work and my land.”
A Theater for Wine and Storytelling
Cipresso’s winery will become an open space—a meeting place where visitors can experience wine in an immersive way: authentic tastings, direct conversations, and the discovery of wine’s deeper meaning. This approach aims to overcome the fragmentation and confusion of today’s market by responding with authenticity and human connection. “We live in a time of information overload, where bloggers and influencers dominate the scene without offering true authority. Wine deserves a more authentic dimension—free from algorithms and digital filters,” Cipresso emphasizes.
A Signal for the Future of the Wine Sector
Roberto Cipresso’s choice is not a rejection of the past, but a bold step toward the future. “The world of wine needs to rediscover its soul—once again becoming a bridge between people, culture, and land. This revolution is not only commercial but cultural: it is an invitation to rethink how we live and experience wine.
“This greater openness to direct sales and direct relationships with final consumers,” Cipresso specifies, “does not mean I will no longer engage with the restaurant and horeca world. Rather, those relationships will happen directly and without intermediaries, carefully selecting partners who share this new commercial and communicative philosophy.”
With this vision, Cipresso paves the way for a new model of enterprise in the wine industry, setting a benchmark for producers and enthusiasts around the world.
