What Is Live Nobile?
Live Nobile is more than just a campaign—it’s a movement born from the collaboration between Avignonesi and artist Amrita Marino. Launched to celebrate the winery’s 50th anniversary, it’s all about embracing life’s small, meaningful moments with a fresh, youthful vibe. This platform brings wine into cultural conversations in a way that’s trend-forward and relatable, inviting a broader and more diverse audience to experience the joy of wine. Think of Live Nobile as arriving on time, sharing ravioli, hitting airplane mode, or simply slowing down to listen. It’s about celebrating everyday experiences with a touch of elegance and a lot of heart.
Main Benefits of the Live Nobile Project
Live Nobile isn’t just a creative campaign—it’s a statement of values and vision. Here are some key highlights:
- Celebrates Avignonesi’s 50 years of winemaking tradition with a modern twist
- Features the 2014 Vino Nobile di Montepulciano vintage with ten new labels designed by Amrita Marino
- Showcases vibrant, playful illustrations that capture everyday moments with sophistication
- Targets a younger, trend-conscious audience by blending tradition with contemporary culture
- Supports Avignonesi’s mission as a leader in organic, biodynamic, and sustainable viticulture
- Reflects a commitment to being a “good ancestor,” nurturing land and people for future generations
- Holds a remarkable B Corp score of 92.8, emphasizing social and environmental responsibility
The Artistic Collaboration Behind Live Nobile
The partnership with Amrita Marino, an Indian-born American illustrator, brings a bold splash of color and movement to the project. Marino’s work is known for its humor and relatability, perfectly capturing modern lifestyles with a playful edge. Her dynamic illustrations help Avignonesi break the mold, stepping confidently into the future while honoring the past. This collaboration feels natural—like two creative forces coming together to celebrate life’s beauty and joy through art and wine.
Avignonesi’s Commitment to Sustainability
Avignonesi isn’t just about producing exceptional wine; it’s about leading the “good wine industry.” This means embracing organic and biodynamic agriculture, sustainable distribution, and consumer education. The company operates with transparency and innovation, always with a long-term perspective. Their approach is deeply rooted in the ancient Greek ideal of kalòs kagathòs—combining beauty and goodness. For Avignonesi, being “beautiful” means also behaving well, creating a harmonious balance between quality and ethical responsibility.
Avignonesi as a Benefit Company
As a benefit company, Avignonesi represents a new way of doing business. Beyond profit, it aims to have a positive impact on society and the environment. This legal framework ensures that the company’s mission stays intact, even as new investors come in or leadership changes. It’s a solid foundation for long-term value creation and mission alignment, guaranteeing that Avignonesi continues to act nobly—true to its name and legacy.
Project Impact and Sustainable Development Goals (SDGs)
- SDG 12: Responsible Consumption and Production – promoting organic and biodynamic agriculture
- SDG 13: Climate Action – focusing on regenerative agriculture and sustainable practices
- SDG 15: Life on Land – nurturing the land and biodiversity through careful stewardship
- SDG 8: Decent Work and Economic Growth – supporting local communities and sustainable agritourism
- SDG 3: Good Health and Well-being – offering vegan and organic products that promote healthier lifestyles
The Broader Vision: Becoming a Good Ancestor
At the heart of Avignonesi’s philosophy is the desire to be a “good ancestor.” This means working every day to nourish the land and people, creating a better world for those who come after. Inspired by the ancient proverb, “We plant trees in whose shade we shall never sit,” the company embraces a long-term vision that goes beyond immediate gains. It’s about leaving a positive legacy—through regenerative agriculture, sustainable viticulture, and a commitment to beauty and goodness in every bottle.
