Villa Dianella

What Villa Dianella does

Villa Dianella (legal entity: DIANELLA SOC. AGR. a R.L.) is a privately held, family-owned organic wine resort and agricultural estate in Vinci, Tuscany, less than 30 minutes from Florence. The property centers on a late-16th-century Medici villa historically used as a hunting lodge, now operated by the Passerin d'Entrèves family after passing through the Federighi, Fucini, and Billeri lineages. The business is a vertically integrated agritourism operator: it cultivates vineyards and a sub-15-hectare organic olive grove (Frantoio, Leccino, Moraiolo, Pendolino), produces Chianti DOCG, Chianti Riserva DOCG, IGT Tuscan reds and whites, sparkling wines, a dessert wine, and a natural cosmetics line developed with a Florentine laboratory from grape must and estate olive oil. Winemaking relies on a mix of stainless steel fermentation, restored cement vats for malolactic fermentation, custom Garbellotto French oak barrels maintained at 16–18°C and 85% humidity, and historical tufa cellars. A flagship limited-release, the 2024 Gambero Rosso 'Tre Bicchieri' winner L'Orpicchio, is made from an ancient Trebbiano biotype rediscovered on the estate in 2009 and capped at 1,500 bottles annually.

The hospitality and experience layer includes 12 en-suite rooms across the villa and converted stables (each named after an estate wine, with minibar wine selections), a panoramic stone pool, the Bistrot delle Scuderie restaurant serving à la carte Tuscan cuisine, the Magazzino Dianella casual lunch concept, a Sunday Green & Grill brunch (€46/person), a Thursday aperitivo ('Rosso di Sera', from €22), four tiers of guided cellar tours and tasting experiences (Donna Ida €30, Donna Rita €40, Donna Emma €50, Donna Veronica €60), ~3-hour cooking classes in traditional Tuscan dishes, truffle hunting in estate woods, and wedding and private event hosting. Channels are direct-to-consumer: villadianella.it and fattoriadianella.it for e-commerce, Hotelincloud for room bookings, and on-site purchases. Marketing combines Instagram and Facebook organic social, a content blog, Google reviews, and the Brevo-powered 'Club Dianella' loyalty program offering up to 20% off stays and online purchases. The company employs approximately 20 staff across vineyards, cellars, kitchens, rooms, restaurant, and offices, and sells exclusively within Italy despite an international hospitality customer base.

Name

Villa Dianella

Legal name

DIANELLA SOC. AGR. a R.L.

Website

https://villadianella.it

Company type

Private

Founded year

1969

Operating status

Operating

Headcount range

11–50 employees

Short description

Villa Dianella is a privately owned organic wine resort and agricultural estate in Vinci, Tuscany, offering estate-produced Chianti wines, olive oil, natural cosmetics, a 12-room Medici-villa hotel, a restaurant, and curated wine, cooking, and truffle experiences to leisure and event guests.

Ownership category

akta.pro rank

Product category

Winery Hospitality & Agritourism

NAICS

Wineries (312130), Wineries (31213), Hotels (except Casino Hotels) and Motels (72111), Caterers (722320)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Wineries & Vineyards (Tasting Rooms) (THAFALAE)

akta.pro secondary industries

Heritage & Palace Luxury Hotels (THAGACAF), Gastronomy & Wine-Focused Boutique Hotels (THAGADAG), Luxury Farmhouses, Country Houses & Vineyard Estates (THAMAEAG), Wine Tastings & Vineyard/Winery Tours (THAJAGAD)

Keywords

• Organic wine production
• Wine resort hospitality
• Tuscan culinary experiences
• Agritourism services
• Estate vineyard tours

Headquarters

HQ city

Vinci

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales

Revenue model

1. Wine Sales: Direct sales of organic wines including Chianti DOCG, Chianti Riserva DOCG, rosés, whites, sparklings, and dessert wines through e-commerce and estate purchases.
2. Wine Resort Accommodation: 12 rooms with en-suite bathrooms across villa and stables, offering panoramic vineyard views and minibar wine selections. Bookable via Hotelincloud platform.
3. Restaurant & Dining: Bistrot delle Scuderie à la carte dining, Sunday brunch (Green & Grill), aperitivo events, and Magazzino Dianella casual lunch service.
4. Wine Tasting Experiences: Four tasting tiers (Donna Ida €30, Donna Rita €40, Donna Emma €50, Donna Veronica €60) including cellar tours, wine tastings, and food pairings.
5. Cosmetics & Personal Care Products: Natural cosmetic line made from grape must and extra virgin olive oil, including Ocra cream, Mosto scrubs, shower gel, conditioner, and soap. Made with Florentine laboratory.
6. Olive Oil Sales: Organic extra virgin olive oil from 15-hectare olive grove featuring Frantoio, Leccino, Moraiolo, and Pendolino varieties. Sold in 175ml jars and half-liter formats.
7. Experiences & Activities: Cooking classes (approximately 3 hours with lunch), truffle hunting in estate woods, and wedding/event hosting services.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Villa Dianella is an organic wine resort and agricultural estate in Vinci, Tuscany that produces certified organic wines (Chianti DOCG, Chianti Riserva DOCG, Vermentino, rosés, sparkling wines, and the rare L'Orpicchio from a rediscovered Trebbiano biotype) and organic extra virgin olive oil. It operates 12 guest rooms in a restored 16th-century Medici villa, a restaurant (Bistrot delle Scuderie), and offers wine tasting experiences, Tuscan cooking classes, truffle hunting, and wedding/event hosting. A secondary line of natural cosmetics is produced from grape must and olive oil.

Product overview

Villa Dianella is an organic wine resort and agricultural estate in Vinci, Tuscany, offering a diversified portfolio of products and services centered around wine, hospitality, and culinary experiences. The core offering includes estate-produced organic wines (Chianti DOCG, Chianti Riserva DOCG, and IGT Tuscany wines including Le Veglie di Neri, Il Matto delle Giuncaie, Orpicchio, and sparkling wines) and organic extra virgin olive oil. The hospitality division provides 12 rooms in a restored Medici villa and converted stables, a panoramic swimming pool, and dining at the Bistrot delle Scuderie restaurant. Wine and culinary experiences encompass four wine tasting tours (Donna Ida, Rita, Emma, and Veronica), cooking school courses, and truffle hunting. A secondary line includes natural cosmetics derived from grape must and olive oil (Ocra, Mosto scrubs, soaps, shower gels). The business operates an e-commerce shop for direct wine and product sales, and offers a Club Dianella loyalty program with up to 20% discount.

Differentiator

Problem solved

Functional benefit

Brands

• Bistrot delle Scuderie: The restaurant of Villa Dianella Wine Resort, offering Tuscan cuisine with seasonal ingredients and wines from the estate.
• Magazzino Dianella
• Club Dianella

Products and services

• Dianella Chianti DOCG

Quantifiable outcome

• Gambero Rosso 'Tre Bicchieri' award for L'Orpicchio (2024)
• +1 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature4 records

Partnerships

One partnership is on record.

• HotelincloudcoreChannel Partner/ Reseller/ DistributorBooking engine platform used for room reservations at Villa Dianella wine resort. Provides booking infrastructure for rooms, restaurant, and experiences.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Tenuta di Capezzana: Historic Carmignano estate producing DOCG wines with olive oil, cellar tours, tastings, and on-site dining. Closely parallels Villa Dianella's organic farming, multi-product lineup, and experiential tourism.
• Borgo San Felice: Relais & Châteaux luxury wine resort in Chianti Classico with on-site winery, Michelin-tier dining, and spa. Competes with Villa Dianella in the premium Tuscan wine-resort category with overlapping wedding and culinary offerings.
• Castello di Ama: A Chianti Classico wine estate in Tuscany producing DOCG wines alongside contemporary art installations and tasting visits. Directly comparable as a heritage Tuscan winery combining viniculture with cultural/heritage tourism experiences.
• Castello di Volpaia: Borgo-style Chianti Classico estate with village apartments, restaurant, and winery operations in Radda. Competes directly for the same Tuscan wine-tourism and DOCG wine customer segments.
• Castello di Nipozzano (Frescobaldi): Frescobaldi-owned historic Tuscan estate producing Chianti Rufina wines with hospitality and tasting experiences. Comparable heritage estate model spanning wine production and agritourism.
• Castello di Meleto: Chianti Classico castle winery in Gaiole with restaurant, wine bar, tastings, and event hosting. Overlaps with Villa Dianella across DOCG wine, hospitality, and wedding/event services.
• Badia a Coltibuono: Historic Chianti Classico wine estate in Tuscany with wine production, tastings, cooking classes, and on-site accommodation. Closely mirrors Villa Dianella's vertically integrated estate-resort-experiences model.
• Le Macchiole: Boutique Bolgheri winery offering cellar visits and tastings. Comparable as a small-scale Tuscan DOC estate emphasizing limited-production fine wines with on-site hospitality experiences.

Broad incumbents

• Castello Banfi (Il Borro): Large Montalcino estate with luxury hospitality (Il Borro), organic wines, and culinary offerings. A much larger incumbent in the integrated Tuscan wine-and-hospitality segment.
• Marchesi Antinori (Tenuta Tignanello): Major historic Tuscan wine producer with estates across multiple DOCGs, hospitality, and global distribution. Larger incumbent in the same Tuscan fine-wine category though not focused on boutique estate stays.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookit-it.facebook.com/VillaDianella
• Instagraminstagram.com/villa_dianella/?hl=it
• Xx.com/villadianella

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Villa Dianella