Livio Felluga

Label created by Livio Felluga
in 1956 to portray his hills.

At Brazzano di Cormòns in Friuli Venezia Giulia, November 2006 is a month of celebration for the fiftieth anniversary of the Map. Livio Felluga created this distinctive label in 1956 to portray his hills, the slopes that have shaped the geography of Livio Felluga wines all over the world. It was a pioneering marketing concept born of a simple love of the land.

The event was celebrated in a book that journeys all around the history of maps with anecdotes, memories, curiosities and reflections by artists, writers, academics and international personalities who admire Livio Felluga and the quality of his wines, including the world-famous Terre Alte.

“Fifty Years of the Map – Story of a Journey All Around” is also the story of a journey all around Livio Felluga and the estate, entrepreneurial career and life story of one of Italian wine’s patriarchs, a man who “believed in the strength of the hills” long before others did, at a time when “factories were springing up everywhere”. At 92 years of age, Livio tells us so himself in a long, previously unpublished interview as he gives us for this first time his version of twentieth-century Italy.

The book is also “a journey all around” other maps, the treasure maps that describe for each of us the corner of the world where we can dream our map-related dreams, from classical art to contemporary and from historical cartography to the maps of the imagination created by internationally famous illustrators, including Tullio Pericoli, Lorenzo Mattotti, Guido Scarabattolo, Gianluigi Toccafondo.

“Fifty Years of the Map – Story of a Journey All Around”, some chapters of which are mentioned in the aside sections, is written by Elena Commessatti, with graphic design by Giovanna Durì.

To mark this special occasion, a special selection of Pinot Grigio was released in numbered bottles bearing the original 1956 version of the Map label.