Lungarotti
Lungarotti is a family-owned Umbrian winery founded in 1962, producing premium and entry-level wines across 250 hectares in Torgiano and Montefalco, and serving global consumers via exports to 50+ countries, DTC enotecas, e-commerce, and an integrated wine-tourism and museum ecosystem.
- Company typePrivate
- Founded1962
- HeadquartersTorgiano, Italy
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What Lungarotti does
Lungarotti Società Agricola a.r.l. is a family-owned Italian winery headquartered in Torgiano, Umbria, founded in 1962 by Giorgio Lungarotti, a recognized pioneer of modern Italian enology. The company operates two estates — the historic Tenuta di Torgiano and the Tenuta Brancalupo in Montefalco — totaling 250 hectares of vineyards, plus the Tenuta Pometo estate for entry-level wines. It produces approximately 27 wine SKUs across four product lines (Progetto 1962, Tenuta di Torgiano, Tenuta Brancalupo, Tenuta Pometo), ranging from entry-level IGT wines to DOCG reserves such as Rubesco Riserva Vigna Monticchio and Montefalco Sagrantino. Beyond wine, the portfolio includes gourmet products (extra virgin olive oil, grape condiment, grappas distilled externally at Distilleria Bonollo) and an integrated cultural-tourism ecosystem anchored by the MUVIT Wine Museum, the MOO Olive Oil Museum, the Fondazione Lungarotti, and on-site agriturismo.
The company's go-to-market is multi-channel: direct-to-consumer via two physical retail points (Enoteca della Cantina at the winery and Osteria del Museo in Torgiano's historic center), the lungarotti.it e-commerce shop shipping to over 50 countries, paid tasting and cellar-tour experiences (€20–€90 per person), overnight hospitality packages up to €399, wine weddings at Montefalco, and an educational farm. International distribution flows through importers and HORECA accounts in 50+ countries, supported by systematic presence at major wine trade fairs (Vinitaly, ProWein, OperaWine, Merano Wine Festival). Pricing is publicly disclosed unit pricing with pay-as-you-go billing across all channels.
Lungarotti has no proprietary technology stack to speak of; it operates as a traditional viticulture and winemaking business. Its differentiating assets are heritage (60+ years, three generations of family control), regulatory certifications (two DOCGs, organic since 2014, V.I.V.A. sustainability since 2018), and the integrated cultural-museum infrastructure. Sustainability is a stated operational pillar, formalized through the S.A.VI.O. research project with Università di Milano Bicocca and a multi-certification regime. The company has remained entirely privately held by the Lungarotti family with no external investors, no public listing, and a stated share capital of €100,000.
Lungarotti firmographics
Firmographics- Name
- Lungarotti
- Legal name
- Lungarotti Società Agricola a.r.l.
- Website
- https://lungarotti.it
- Company type
- Private
- Founded year
- 1962
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Lungarotti is a family-owned Umbrian winery founded in 1962, producing premium and entry-level wines across 250 hectares in Torgiano and Montefalco, and serving global consumers via exports to 50+ countries, DTC enotecas, e-commerce, and an integrated wine-tourism and museum ecosystem.
- Ownership category
- akta.pro rank
Lungarotti industry classification
Industry- Product category
- Wine Production
- NAICS
- Wineries (312130), Wine and Distilled Alcoholic Beverage Merchant Wholesalers (424820)
- SIC
- Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180)
- akta.pro primary industry
- Wine & Sparkling Wine Wineries & Brands (CRADAIAB)
- akta.pro secondary industries
- Wineries & Vineyards (Tasting Rooms) (THAFALAE), Wine Tastings & Vineyard/Winery Tours (THAJAGAD), Wine Retail (Bottle Shops & Wine Merchants) (CRANABAB)
Keywords
Where Lungarotti is headquartered
LocationHeadquarters
- HQ city
- Torgiano
- HQ country
- Italy
- HQ region
- Europe
Offices3 records
Markets served
Lungarotti business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Wine Sales: Sale of still wines (reds, whites, rosés, sparkling), dessert wines, and grappas across multiple product lines: Tenuta di Torgiano, Tenuta Brancalupo (Montefalco), Tenuta Pometo, and Progetto 1962.
- Gourmet Products: Sale of extra virgin olive oil (DOP and Cantico bio), grape condiment (Condimento di Uva), and grappas distilled at Distilleria Bonollo in Torrita di Siena.
- Wine Tourism Experiences: Revenue from paid tasting experiences, cellar tours, and overnight hospitality packages (agritourism, wine wedding venues, educational farm programs) at Torgiano and Montefalco estates.
- E-commerce: Direct online sales through the lungarotti.it shop, with shipping to over 50 countries. Museum entry tickets (MUVIT, MOO) are also sold online.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | La Torgiano: Winery visit + 4-wine tasting with bruschetta |
| Other | Pay-as-you-go | Radici in Umbria: 6 wines + museum entry |
| Other | Pay-as-you-go | Oltre il Tempo: 7 wines with Umbrian charcuterie |
| Other | Pay-as-you-go | Pranzo in Umbria: 3 wines + lunch |
| Other | Pay-as-you-go | Umbria del Vino: 1-night stay + winery visit + 2-wine tasting |
| Other | Pay-as-you-go | Umbria Gourmet: 3-wine tasting + lunch |
| Other | Pay-as-you-go | Tra Vino e Cultura: 2-night stay + 2 reserve wine tastings + 2 lunches |
| Unit Pricing | Pay-as-you-go | Museum entry tickets and gourmet products |
| Other | Pay-as-you-go | Montefalco tastings |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels7 records
Lungarotti product offering
Product offeringCore offering
Lungarotti is a family-owned Italian winery that produces and sells over 27 wines across four product lines (Tenuta di Torgiano classics and reserves, Tenuta Brancalupo Montefalco estate, Tenuta Pometo entry-level, and Progetto 1962), plus gourmet products including extra virgin olive oil, grape condiment, and grappas. The company also operates paid wine tourism experiences (tastings, cellar tours, weddings, educational farm visits), cultural museum services (MUVIT and MOO), and an agriturismo, with direct e-commerce shipping to over 50 countries and export distribution through importers.
Product overview
Lungarotti is a family-owned wine company based in Torgiano and Montefalco, Umbria, Italy, producing over 27 distinct wine products across four main product lines: Progetto 1962 (Rubesco 62 and Torre di Giano 62 — fresh, immediate reinterpretations of the flagship wines), Tenuta di Torgiano (classic and reserve wines including Rubesco, Rubesco Riserva Vigna Monticchio, Torre di Giano, Aurente, San Giorgio, sparkling wines, Vin Santo, and L'UM blends), Tenuta Brancalupo (Montefalco estate producing Trebbiano Spoletino, Montefalco Rosso, Montefalco Sagrantino, ilBio organic, and Sagrantino Passito), and Tenuta Pometo (entry-level, immediately drinkable wines including Grechetto, Trespo, Pinot Grigio, Sangiovese, Brezza whites/rosé/red, Falò Novello, and Dulcis liqueur wine). Beyond wine, the portfolio includes a gourmet line (extra virgin olive oils, grape condiment, and grappas), enotourism services (tastings, tours, weddings, and educational farm experiences at both Torgiano and Montefalco), cultural offerings (Museo del Vino MUVIT, Museo dell'Olivo e dell'Olio MOO, Fondazione Lungarotti), hospitality (Agriturismo Poggio alle Vigne), and e-commerce. The company operates 250 hectares of vineyards across two estates.
Differentiator
Problem solved
Functional benefit
Brands
- Tenuta Brancalupo: Boutique winery in Montefalco focused on Trebbiano Spoletino and Sagrantino wines, operated under organic farming since 2010.
- Tenuta Pometo
- Progetto 1962
- Gourmet Products
Products and services
- Rubesco (Torgiano Rosso DOC) The flagship wine of Lungarotti, a Torgiano Rosso DOC from Sangiovese and Canaiolo grapes with ruby color, deep structure, and elegant character. First produced in 1962 and exported since 1969.
- Rubesco Riserva Vigna Monticchio (Torgiano Rosso Riserva DOCG) Premium reserve wine from the Monticchio vineyard, Sangiovese and Canaiolo, Torgiano Rosso Riserva DOCG. Aged in barriques with exceptional phenolic concentration and longevity. Named best red wine in '100 Migliori Vini d'Italia' in 2021 (2016 vintage) and Vinarius Vino dell'Anno in 1986 (1977 vintage).
- Torre di Giano (Torgiano Bianco DOC) White wine from Grechetto, Trebbiano, and Verdello grapes, Torgiano Bianco DOC. Named after a historical tower in Torgiano; fresh, floral, and structured.
- Montefalco Sagrantino DOCG (Tenuta Brancalupo) Montefalco Sagrantino DOCG from Tenuta Brancalupo. A wine of great polyphenolic richness, deep and intense purple-red color with complex aromas of red fruits, marasca, blackcurrant, and raspberry with notes of sweet tobacco and cocoa.
- Extra Virgin Olive Oil (DOP Colli Martani and Cantico Bio) Extra virgin olive oil produced from olives grown on Lungarotti estates in Umbria, continuing a tradition started by the Etruscans. Includes DOP Colli Martani and organic Cantico bio varieties; prices from €10 (250ml DOP) to €83 (5L EVO).
- Grappe (Grappa di Rubesco and Grappa di Sagrantino Riserva) Distilled spirits produced from grape marc at Distilleria Bonollo, including Grappa di Rubesco (€18) and Grappa di Sagrantino Riserva (€27).
- Wine Tasting Experiences at Torgiano Guided tours of the Torgiano winery and cellar followed by wine tastings. Experiences include La Torgiano (€28, 4 wines + bruschetta), Radici in Umbria (€50, 6 wines + museum), Oltre il Tempo (€90, 7 wines + charcuterie), and Pranzo in Umbria (€55, 3 wines + lunch).
- Wine Tasting Experiences at Montefalco (Tenuta Brancalupo)
Quantifiable outcome
- First DOC in Umbria (1968) and first DOCG for Torgiano Rosso Riserva (1990, retroactive to 1983)
- +5 more outcomes
Companies that use Lungarotti
Customer profileNamed customers2 records
Segments4 records
Ideal customer profiles4 records
Lungarotti technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Lungarotti partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered minor.
- INFORMATICA AMBIENTALEminorPartner in the S.A.VI.O. (Sostenibilità Ambientale in Vitivinicoltura e Olivicoltura) project. Develops technical-scientific innovations for environmental performance measurement using Decision Support Systems (DSS).
- TARAMELLI ANTONIOminorPartner in the S.A.VI.O. project, contributing to the development of environmental and production data evaluation systems for sustainable viticulture and oliviculture.
- BUCO PATRIZIOminorPartner in the S.A.VI.O. project, a small agricultural partner contributing to sustainable viticulture and oliviculture research.
- CASTELLINI GINOminorPartner in the S.A.VI.O. project, a small agricultural partner contributing to the sustainability initiative.
- FICO MAUROminorPartner in the S.A.VI.O. project, a small agricultural partner in the sustainability program.
- SEVERINI MARIA TERESAminorPartner in the S.A.VI.O. project — family member Teresa Severini (Lungarotti Marketing and Communication Director) as individual agricultural partner.
- STOMACONI GIULIOminorPartner in the S.A.VI.O. project, contributing to the sustainability evaluation system.
- FRANTOIO IL NOCCIOLINO DI MANGIALASCHE LUCIAminorPartner in the S.A.VI.O. project — an olive oil mill (frantoio) contributing to the oliviculture sustainability component of the project.
- UNIVERSITÀ DI MILANO BICOCCAminorAcademic partner in the S.A.VI.O. project, providing scientific research support and data analysis for the sustainability Decision Support System.
- Wine in ModerationminorLungarotti is a member of the Wine in Moderation international association, promoting responsible wine consumption and cultural messaging around wine.
- Franklin University SwitzerlandminorCollaboration with Franklin University Switzerland in the 'Studies in Ceramics' project, involving the 'Vino, olio, sale: essenza mediterranea' exhibition at the Museo del Vino, exploring Mediterranean culinary traditions through ceramic art.
Scale indicators4 records
Recent moves14 records
Expansion highlights6 records
Lungarotti competitors and assessment
Company assessmentDirect peers
- Planeta: Sicilian family winery of comparable scale (~150 ha+) with strong sustainability focus and wine tourism estate experiences; shares the family-owned, terroir-driven, hospitality-integrated model.
- Zenato: Family-owned Veneto winery producing premium Amarone and Lugana DOC wines; similar scale and family-controlled premium Italian wine positioning.
- Masi Agricola: Veneto-based premium Italian family winery (publicly listed) producing Amarone and other DOC/DOCG wines; comparable in scale, family heritage, premium positioning, and global export reach to Lungarotti.
- Arnaldo Caprai: Montefalco-based family winery specializing in Sagrantino di Montefalco DOCG; directly competes with Lungarotti's Tenuta Brancalupo in the same Montefalco appellation with a comparable premium positioning and tourism focus.
- Tasca d'Almerita: Sicilian family-owned premium winery with similar heritage (founded 1830), sustainability commitments, and on-site hospitality; comparable size and family-run governance structure.
- Tenute Lunelli (Ferrari Trento): Family-owned Trentino wine group producing premium sparkling and still wines; similar family-controlled structure, premium DOC positioning, and international distribution focus.
Broad incumbents
- Marchesi de' Frescobaldi: Tuscan family wine dynasty with multiple estates and broad premium portfolio; comparable family ownership heritage and Italy-centric premium positioning, with significantly larger scale and international distribution.
- Marchesi Antinori: One of Italy's largest and oldest family-owned wine dynasties, operating across multiple Tuscan estates; broader portfolio and significantly larger scale than Lungarotti, but shares the family-owned premium DOC/DOCG heritage model.
- Castello Banfi: Premium Tuscan estate with strong international distribution; comparable size and premium DOC positioning, though currently under different ownership than traditional family structures.
- Zonin1821: Italy's largest private family wine group, operating across multiple regions with a comparable DOC/DOCG-focused portfolio and US distribution scale; broader but comparable in family-owned premium positioning.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat6 records
Key risks4 records
Key highlights7 records
Customer concentration
Lungarotti social profiles
Digital presenceLungarotti compliance and trust
Trust signalCompliance3 records
Lungarotti financial estimates
Financial estimateRevenue estimate
Valuation estimate
Lungarotti leadership team
Management profileNumber of profiles
Profiles5 records
Lungarotti subsidiaries and ownership
Company hierarchySubsidiaries3 records
Lungarotti funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Lungarotti M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Lungarotti
What does Lungarotti do?
Lungarotti is a family-owned Italian winery that produces and sells over 27 wines across four product lines (Tenuta di Torgiano classics and reserves, Tenuta Brancalupo Montefalco estate, Tenuta Pometo entry-level, and Progetto 1962), plus gourmet products including extra virgin olive oil, grape condiment, and grappas. The company also operates paid wine tourism experiences (tastings, cellar tours, weddings, educational farm visits), cultural museum services (MUVIT and MOO), and an agriturismo, with direct e-commerce shipping to over 50 countries and export distribution through importers.
Is Lungarotti a public or private company?
Lungarotti is a private company. It is classified as family owned and is currently operating.
When was Lungarotti founded?
Lungarotti was founded in 1962. It employs 51 to 100 people.
Where is Lungarotti based?
Lungarotti is headquartered in Torgiano, Italy, in the Europe region.
How does Lungarotti make money?
Four revenue lines are on record. Wine Sales are the primary driver. The others are gourmet Products, wine Tourism Experiences and E-commerce.
Who are Lungarotti's main competitors?
Direct peers on record are Planeta, Zenato, Masi Agricola, Arnaldo Caprai, Tasca d'Almerita and Tenute Lunelli (Ferrari Trento). Broad incumbents are Marchesi de' Frescobaldi, Marchesi Antinori, Castello Banfi and Zonin1821.
Does Lungarotti have an API?
No public API is recorded for Lungarotti.
What industry is Lungarotti in?
Lungarotti's product category is Wine Production. Its primary akta.pro industry code is CRADAIAB, Wine & Sparkling Wine Wineries & Brands, with a secondary code of THAFALAE, Wineries & Vineyards (Tasting Rooms). Its NAICS code is 312130 and its SIC code is 5180.