Mormoraia Agriturismo San Gimignano

What Mormoraia Agriturismo San Gimignano does

Mormoraia is a family-owned agriturismo and agricultural estate located in Sant'Andrea near San Gimignano in Tuscany, Italy, operated since 1980 under the Passoni family and led by Alessandro Passoni since 2012. The estate spans 30 hectares of vineyards and 10 hectares of olive groves, producing 11 wine labels (including Vernaccia di San Gimignano DOCG and Chianti Colli Senesi DOCG) and organic extra-virgin olive oil, all under certified organic farming with computerized temperature-controlled winemaking from 40-year-old single-vineyard fruit at 300m altitude.

The hospitality operation comprises eight room categories (Classic through Suite Duplex) housed in a converted 18th-century former convent, an on-site Tuscan restaurant (Il Fienile), the Le Volte wine bar, and curated experience packages spanning cooking classes, truffle hunting, wellness retreats, and elopement weddings. Distribution is hybrid: direct website booking via SimpleBooking, online travel agencies (Booking.com, TripAdvisor with 1,175+ reviews), and a dedicated wine e-commerce platform (wineclub.mormoraia.it) shipping internationally across five continents, supported by PayPal payment processing and WhatsApp-based customer engagement.

The company generates revenue across six streams—accommodation, restaurant F&B, wine and olive oil DTC e-commerce, on-site wine bar and tastings, and packaged experiences—with pricing ranging from €14 for 0.25L olive oil to €63 for the Yulus Syrah bottle. All operations are conducted through a single legal entity (Mormoraia s.r.l società agricola) under Passoni family control, with no external investors, parent company, or public listing, and a lean staff of approximately six employees.

Name

Mormoraia Agriturismo San Gimignano

Legal name

Mormoraia s.r.l società agricola

Website

https://mormoraia.it

Company type

Private

Founded year

1980

Operating status

Operating

Headcount range

1–10 employees

Short description

Mormoraia is a family-owned Tuscan agriturismo near San Gimignano operating 8 room categories, an on-site restaurant, wine bar, and estate winery producing 11 organic wine labels and olive oil for both on-premise guests and international direct-to-consumer e-commerce.

Ownership category

akta.pro rank

Headquarters

HQ city

San Gimignano

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Hospitality / Accommodation: Room rentals across 8 room categories ranging from Classic (15 sqm) to Suite Duplex (70 sqm); bookings via direct website and SimpleBooking platform; includes spa services, pool access, and wellness amenities
2. Restaurant Il Fienile: On-site restaurant serving Tuscan cuisine with locally sourced ingredients; open daily for lunch (12:30-2pm) and dinner (7-9:30pm); breakfast buffet served 8am-10:30am; also open to non-guests
3. Wine Sales (Direct E-commerce): Direct sales of 11 wine labels through wineclub.mormoraia.it; includes Vernaccia di San Gimignano DOCG, Chianti Colli Senesi DOCG, Toscana IGT wines; price range €21-€63 per bottle; international shipping available
4. Experiences and Packages: Curated experience packages including cooking class, wine tasting, truffle hunting, wellness retreats, honeymoon packages, elopement weddings, and Taste of Tuscany packages; some packages include 15% discount on wine shop purchases
5. Extra-Virgin Olive Oil: Organic extra-virgin olive oil sales from 10 hectares of olive trees (moraiolo, frantoio, leccino varieties); available in 0.25L to 3L sizes; prices from €14
6. Wine Bar and Tastings: Le Volte Wine Bar offering wine tasting sessions, winery tours, and experiences; open daily 9:30am-12pm and 2pm-6:30pm; also open to non-guests; serves as both retail and experience venue

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

Family-owned agriturismo in San Gimignano, Tuscany offering accommodation rooms, farm-to-table restaurant dining (Il Fienile), organic estate wine production, extra virgin olive oil, a wine bar (Le Volte), and curated Tuscan experiences including cooking classes, wine tastings, truffle hunting, and weddings. The property has been operated by the Passoni family since 1980 and combines hospitality, food & beverage, and agritourism in a single integrated destination.

Differentiator

Problem solved

Functional benefit

Brands

• Il Fienile: The restaurant of Mormoraia, located next to the infinity pool, offering Tuscan culinary tradition with modern inspirations.
• Le Volte Wine Bar

Products and services

• Agriturismo Accommodation
• Il Fienile Restaurant
• Le Volte Wine Bar
• Estate Wine Production
• Organic Extra Virgin Olive Oil
• Cooking Classes
• Wine Tastings
• Truffle Hunting Experiences
• Wellness / Spa Services
• Weddings and Private Events

Quantifiable outcome

• International market presence across five continents
• +2 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature1 record

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Market position

Weaknesses5 records

Competitive moat4 records

Customer concentration

• YouTubeyoutube.com/watch?v=IN_PDBi8NO4
• Facebookfacebook.com/Mormoraia
• Instagraminstagram.com/mormoraia
• LinkedInlinkedin.com/company/mormoraia-agriturismo-san-gimignano

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Mormoraia Agriturismo San Gimignano