The famous jeans-maker extraordinaire not only designs cutting-edge and trendy clothes, but also boasts land that produces wine, grappa and olive oil. Renzo Rosso, who created his dynasty in 1994, wants to go back to Italian tradition and work the land-with design in the bottles and tradition in the fruits of the land.
In Marostica (Vicenza), Diesel company owns 7 hectares of land that they dedicate to farming, an azienda agricola.
I find this an interesting addition to the company. Something like this would only happen in Italy. Would Gap company ever make cheddar cheese or open up an authentic hamburger joint in the USA?
Diesel's wine list includes the following: "Bianco di Rosso" Chardonnay; "Rosso di Rosso" Merlot and Cabernet (together?); "Nero di Rosso" Pinot Nero; "Grappa di Rosso" with a combination of all the plants together; and "Olio di Rosso" with mostly the Leccino tree and some additions of olives from the Frantoio and Ascolane varieties.
I wonder how good these wines and oil are being that a business guru, most interested in design, is trying to produce some quality food and drink products. It's definitely an interesting project. It's probably mostly in the hands of farmers with just the label put on the bottles and promotion.
Click here for the website of Diesel Farm, including online store. Of course, the site looks great--it's pure design!
If any of you taste these products, let me know about the quality. Thanks!