Cantina Pertinace, a cooperative winery founded in 1973 in Treiso, Italy, is celebrating the 50th harvest of its Barbaresco wine by commissioning artworks. Artist Ugo Nespolo created a celebratory label featuring vibrant grapevine imagery, while Alberto Capozzi installed a sculpture among the vineyard rows. The winery plans to add more works, linking its anniversary to the broader cultural landscape of the Langhe region.
This collaboration matters because it reflects a growing trend of wineries integrating contemporary art to enhance territorial identity and attract cultural tourism. The project coincides with Alba being named the Italian Capital of Contemporary Art for 2027, positioning the Langhe as a destination for both wine and art. It also underscores how art can serve as a tool for community storytelling and innovation within traditional industries like winemaking.