Zenato: A New Generation Committed to Quality and Tradition

For Alberto and Nadia Zenato, the new generation at the helm of the esteemed northern Italian estate, tradition is just as important as quality, represented by sleek new labels

This advertising content was produced in collaboration with our partner, Zenato.

Spanning 95 hectares between Lugana and Valpolicella in northern Italy, Zenato Winery is a champion of local grapes, producing superior Trebbiano di Lugana in the shadow of Lake Garda as well as Valpolicella DOC Superiore and Amarone della Valpolicella Classico. Zenato’s knack for turning out gorgeous, velvety versions of the latter has landed the estate a coveted spot in the Historic Families of Amarone Association. 

From the fruity, citrusy, subtly mineral Lugana S. Benedetto made from 100 percent Trebbiano di Lugana grapes grown around the village of San Benedetto di Lugana to the marasca cherry- and mixed berry-laden Valpolicella Classico Superiore, Zenato exhibits a deft touch with both its white and red varieties, making it one of the region’s most respected and esteemed wine producers. 

But just as important to the brand’s growth as its impressive portfolio is the dedication to building upon the family roots. Launched in 1960 by Sergio and Carla Zenato, who brought the then under-the-radar Trebbiano di Lugana grape to the forefront, more than 60 years later Zenato Winery continues to thrive under their children, the brother and sister winemaking and operations team of Alberto and Nadia. This second generation ambitiously balances innovation with a reverence for the Zenato legacy that came before them, guided by three distinct pillars: quality, passion, and tradition. 

Every 10 years Alberto and Nadia release a heady Amarone like the recently introduced Archivio Storico Zenato 2008 that has rested in large oak barrels for a decade, attesting to Zenato’s devotion to cultivating stellar wines over time. 

This year, Zenato is unveiling new packaging for its classic tier of wines, including the Pinot Grigio delle Venezie DOC 2021, Lugana San Benedetto DOC 2021, Bardolino Chiaretto 2021, Ripassa Valpolicella Superiore 2018, and Amarone Della Valpolicella Classico DOCG 2017, which reflects a desire to fuse heritage and modernity. 

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As part of this new look, the family crest now adorns the flagship Amarone and the Zenato label has been upgraded so that premium textured paper wraps each bottle. Likewise, the font has been tweaked to elegantly highlight the name of each wine and the region it hails from, and the Zenato logo has been prominently reconfigured to better stand out to consumers on retail shelves.  

For Alberto and Nadia, extending the Zenato mission beyond restaurant wine lists and the retail realm is also essential, expressed in such cultural programs as the Zenato Academy, a series of exhibitions that invests in and supports young artists. The Zenato brand organically keeps expanding its presence without ever losing sight of its past. 


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