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The Elixir of Love, the labels

Bruno Giusti, the founder of the estate, has always had only two passions. The first one was wine, and the second one was lyrical opera.
The perfect symbiosis of these elements is embodied by “The Elixir Of Love” by Doninzetti.
This is why all of our wines are named after the characters of the opera
Gaetano Donizetti’s opera “The Elixir of Love,” known as “L’elisir d’amore” in Italian, is a beloved and enduring work in the operatic repertoire. This comedic masterpiece, first premiered in 1832, has captured the hearts of audiences for centuries, and it encompasses the fascinating link between wine and opera in several ways.

Wine as a Plot Device

In “The Elixir of Love,” wine plays a central role as a plot device. The opera revolves around a love story between Nemorino, a simple peasant, and Adina, a wealthy landowner. Nemorino believes that he can win Adina’s heart by drinking a so-called “elixir of love,” which is actually just wine. The idea that wine can transform love and passion is central to the opera’s narrative. This theme reflects the longstanding cultural association between wine and romance, where wine is often seen as a social lubricant that can enhance emotions and connections.

Wine as a Symbol of Celebration

Throughout the opera, wine is a symbol of celebration. The characters in the story often enjoy wine during moments of joy and festivity. This aligns with a tradition in opera where wine is used to mark moments of triumph, happiness, or jubilation. It underscores the idea that wine is not just a beverage but a part of the opera’s emotional and thematic tapestry.

Comic Elements

“The Elixir of Love” is a comic opera, and wine frequently adds to the comedic elements of the story. The characters’ behavior while under the influence of the elixir results in humorous situations and misunderstandings. This demonstrates how wine can be used to inject levity into an opera, making it more engaging and entertaining.

Cultural and Historical Context

Wine has been an integral part of Italian culture for centuries, and it has had a strong presence in Italian opera. The use of wine in “The Elixir of Love” reflects the cultural significance of wine in Italy. Italian operas have often portrayed the joyful and social aspects of wine consumption, highlighting the role it plays in everyday life.

Embracing the Link Between Wine and Opera

“The Elixir of Love” is a prime example of how opera embraces the link between wine and the art form. Opera has a rich history of incorporating wine as a thematic element, both for its symbolic value and its ability to heighten the drama or comedy within a story. It celebrates the idea that opera is not just about music and singing but also a multi-sensory experience that can engage the audience through various elements, including the enjoyment of wine.
In summary, “The Elixir of Love” by Donizetti is a prime example of how wine is used in opera to enhance the plot, add comedic elements, and celebrate the cultural and historical context in which the opera is set. It exemplifies the enduring link between wine and opera, showing how this pairing can contribute to the richness and depth of the operatic experience.”

The man behind the labels

A dear friend of Bruno Giusti and a timeless artist was Ettore Sottsas, the man behind the labels.
Ettore Sottsass (1917-2007) was an influential Italian architect and designer who made a significant impact on the history of design. His work, particularly in the fields of furniture, industrial design, and architecture, left a lasting legacy that transformed the design world in several ways.

Memphis Group and Postmodern Design

Ettore Sottsass is perhaps best known for co-founding the Memphis Group in the early 1980s. This design collective challenged the prevailing minimalist and functionalist design principles of the time, pioneering the Postmodern design movement. Memphis Group’s designs were characterized by bold colors, unconventional shapes, and a sense of irreverence. Their work rejected the notion that design should be purely utilitarian, instead celebrating the playful and eclectic.

Influence on Interior Design

Sottsass’s influence extended to interior design, where he promoted the idea that spaces should be unique and reflect the personalities of their inhabitants. This mindset is evident in his work on interior spaces, which often featured bold and unconventional design elements. His “Carlton Room Divider,” a key Memphis Group piece, is a prime example of how he blended artistic and functional elements in interior design..

Global Influence

Sottsass’s influence extended beyond Italy and the Memphis Group. His work inspired a generation of designers around the world, and the Postmodern movement he helped create left a profound impact on design during the 1980s and beyond. His aesthetic choices can still be seen in contemporary design, and the Memphis Group’s legacy continues to inspire new generations of designers

Blurring Boundaries

Sottsass was not confined to a single discipline; he worked in architecture, furniture design, ceramics, and consumer electronics. This interdisciplinary approach and his willingness to challenge traditional boundaries in design contributed to a more holistic and dynamic view of the field.
In summary, Ettore Sottsass played a pivotal role in the history of design by challenging conventional aesthetics, championing individual expression, and helping to launch the Postmodern design movement. His work, particularly through the Memphis Group, has left a lasting impact on the world of design, influencing both aesthetics and the way designers think about their craft. His legacy is seen in the continued exploration of design as a form of personal expression and storytelling, and in the ongoing celebration of bold, eclectic, and irreverent design.
These artworks were gifted to Bruno, for him to put these on his wines. The Giusti family will keep them as they are forever in order to honour both Bruno and Ettore.
So our labels are a synergy between the most important opera about wine and the timeless work of an artist like Ettore Sottsass, it’s been like this since 1996 and it will keep being like this forever.
Here you can see some of the original pieces drawn by the artist

Dulcamara

Dulcamara is a key character in Gaetano Donizetti’s comic opera “The Elixir of Love” (in Italian, “L’elisir d’amore”). Dulcamara is a traveling quack doctor and purveyor of a supposed love potion, which he claims can make people fall in love with one sip. He plays a significant and entertaining role in the opera, serving as both a catalyst for the plot and a source of comic relief.
Dulcamara’s character is emblematic of the comic opera tradition, where colorful and eccentric characters are used to entertain and amuse the audience. His presence in the story serves as a catalyst for the romantic and comedic twists and turns, making him an integral part of the opera’s charm and humor

Belcore

Belcore plays a central role in the opera’s love triangle and serves as the primary rival to the protagonist, Nemorino, for the affections of Adina. He serves as a pivotal element in the romantic and comedic dynamics of the opera. His confident and assertive persona contrasts with the more endearing and vulnerable character of Nemorino, making him a key player in the unfolding love story and contributing to the opera’s charm and dramatic tension.

Perbruno

Perbruno is the only wine that has nothing to do with the opera, this label is a testament of the friendship between Bruno and Ettore and the love we all had for Bruno.
In the label Ettore represents a farewell to his friend that had just passed away, drawing his wings that as an ex pilot will help him to fly again.
We truly hope through our work and our wines to represent the legacy that Bruno left behind in the best possible way, a special thanks to Ettore and his family.
Here some pictures of Bruno during his time as a pilot for the Italian aviation forces
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