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Diesel fashion label launches wines
April 18, 2006
Sally Easton MW
The ultra-fashionable – and ultra-expensive – jeans label Diesel has launched itself into the wine business.
Renzo Rosso, founder of the label, presented three new wines at Vinitaly earlier this month. At over £100 a bottle in restaurants, they will be as reassuringly pricey as a pair of Diesel jeans.
Rosso bought a 100ha farm in Marostica in Vicenza, Veneto 12 years ago. It has over 5 ha of vineyards, as well as olive orchards, from which olive oil is also sold, under the Diesel Farm name.
Renowned Italian oenologist Roberto Cipresso - one of Italy's best-known consultants - oversees the viticulture and winemaking.
The three wines are Bianco di Rosso, a Chardonnay, Rosso di Rosso (Merlot/Cabernet Sauvignon) and Nero di Rosso (Pinot Nero).
The wine is squarely aimed at a stylish metropolitan market. In the UK, restaurants Roka, Zuma, Les Trois Garcons and The River Café carry the wines, which sell between £120-150. The target off trade price is thought to be around £90.
Roberto Cipresso said he was satisfied with the quality of the wine but there was some way to go in terms of full expression of the terroir,
'We have achieved about 30% of what we can. The terroir is not yet well expressed. It is an opportunity to let people know Diesel is in this field now. Even if we are not at the top yet, we will get t
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