Discover Piemonte with Vino Piemonte

Rooted in Piemonte's winemaking traditions, Vino Piemonte connects wine production with hospitality and wine experiences.

At its heart, Vinory cultivates vineyards in Monforte d'Alba, Neive, Vezza d'Alba and Nizza Monferrato. Nebbiolo shapes its Barolo and Barbaresco wines, while Barbera finds expression in Nizza DOCG and Barbera d'Asti DOCG. Roero Arneis and traditional-method sparkling wines add breadth to a portfolio reflecting the region's diverse grapes and terroirs.

Alongside Villa Vinory's vineyard stays and the group's wine, importing and hospitality businesses, Vino Piemonte invites enthusiasts to discover the people, places and wines behind each bottle.


Beyond the bottle: Vino Piemonte’s vision for wine, hospitality and shared ownershipFrom acclaimed Piedmont appellations to private vineyard villas, Vino Piemonte is building an interconnected world around wine – and inviting a new group of international shareholders to take part in its next chapter.

There are places where wine is primarily a product, and places where it becomes part of a much wider cultural landscape. In Piemonte, the distinction between wine, food, history and daily life has always been particularly difficult to draw.Here, Nebbiolo and Barbera are shaped not only by vineyard sites and cellar decisions, but by the villages, families and traditions surrounding them.

The wines belong to a landscape of rolling hills, medieval towns, seasonal gastronomy and a deeply rooted culture of hospitality.It is within this setting that Vino Piemonte has developed its vision: to create an international wine and lifestyle group in which vineyards, winemaking, hospitality, distribution and direct relationships with wine lovers reinforce one another.At the centre of that vision are two businesses: Vinory, the group’s Piedmont wine estate, and Villa Vinory, its growing collection of vineyard accommodation and wine experiences. Together, they represent an ambition that extends beyond producing and selling bottles. The aim is to give people the opportunity to discover Piemonte through its wines, stay among the vineyards where those wines originate and, for a new generation of international shareholders, participate in the company developing that experience.

One region, an interconnected group

Vino Piemonte began with a passion for the wines and traditions of northern Italy. Over time, that passion evolved into a group encompassing wine production, vineyard hospitality, importing, gastronomy, wine education, travel and direct-to-consumer experiences.Today, the group includes Vinory, Villa Vinory, Vino Import, Vino Bar, Vino Club, Vino Deli and related wine and travel activities.

Each company has its own commercial purpose, but all are connected by the same underlying idea: that the experience of wine does not begin or end with the bottle.The group structure creates several ways for customers to encounter its wines.

A guest might first discover Vinory during a tasting, stay at one of the vineyard properties, join a wine journey through Piemonte or encounter the wines through the group’s importing and hospitality businesses.For Vino Piemonte, this represents more than diversification. It is a way of developing long-term relationships with wine drinkers while retaining greater influence over how the wines, places and stories are presented.‘Wine is at the heart of everything we do, but wine is never experienced in isolation,’ says Kjetil Steinar Blomvik, general manager of Vino Piemonte.‘It is connected to food, landscape, travel, friendship and memory. Our objective is to bring those elements together and allow people to experience Piemonte from the inside rather than simply purchase a product from it.

Vinory: Wines shaped by distinct places

Vinory’s vineyard portfolio reaches across several of Piemonte’s most recognised wine-growing areas, with privately owned vineyard sites in Monforte d’Alba, Neive, Vezza d’Alba and Nizza Monferrato.

This geographical spread allows the estate to work with several of the region’s defining varieties and denominations.Nebbiolo forms the foundation of Vinory’s Barolo and Barbaresco wines, while Barbera is expressed through Nizza DOCG and Barbera d’Asti DOCG.

The portfolio also includes Roero Arneis and traditional-method sparkling wines, providing a broader interpretation of Piemonte than a collection focused exclusively on its most famous red wines.

Among the vineyard holdings presented by Vinory are sites connected to Barolo, Barbaresco, Nizza, Barbera d’Asti and Roero Arneis, including Bussia Vigna Fantini, Bricco San Pietro, Serragrilli, San Cristoforo, Bricco di Nizza, Saline Vigna Il Sogno, Crocetta Vigna Mandragola and Montebello.

Rather than attempting to impose a single winemaking formula across these vineyards, Vinory works with a team of Piedmontese winemakers, oenologists and vineyard specialists. The intention is to preserve the identity of each site while combining local knowledge with a coordinated approach to quality, presentation and international market development.The result is a portfolio designed to move between accessibility and seriousness: wines that introduce drinkers to Piemonte alongside limited-production expressions aimed at experienced consumers, restaurants, collectors and specialist merchants.

For Blomvik, the diversity of the portfolio is an essential part of the estate’s identity.‘Piemonte cannot be explained through one grape variety or one denomination,’ he says. ‘Barolo and Barbaresco are fundamental, but so are the energy of Barbera, the character of Nizza and the freshness of Arneis. Together, they tell a much more complete story.’

Hospitality as part of the vineyard

Wine tourism has become an increasingly important way for estates to communicate their identity directly. At Villa Vinory, hospitality is not treated as an activity separate from the winery, but as an extension of it.

The Villa Vinory collection currently presents three distinctive properties: Bricco di Nizza, with apartments and suites overlooking the vineyards; Tenuta il Sogno, a seven-bedroom country retreat; and La Mandragola, a four-bedroom hillside villa.
At Bricco di Nizza, guests can stay in vineyard-facing accommodation with access to an infinity pool, terraces, shared outdoor areas and a wine cellar.
The emphasis is on privacy and flexibility rather than the formality of a conventional hotel.
The wider experience can include private cellar visits, guided tastings, vineyard walks, seasonal Piedmontese meals, private-chef dinners and excursions centred on local food and culture. Truffle hunting, castle visits and tastings with neighbouring producers can also form part of a stay.

This approach allows visitors to build a more personal connection with the wines. A Barbera tasted on a terrace overlooking its landscape inevitably carries a different emotional meaning from the same wine encountered anonymously on a retail shelf.Hospitality also opens the estate to people who may not initially consider themselves dedicated wine collectors.

Couples, families, private groups and corporate guests can enter through travel and gastronomy before developing a deeper interest in the vineyards and wines.

We do not want Villa Vinory to feel like accommodation that happens to be located near some vines,’ says Blomvik.
The vineyard, the wine and the surrounding communities should be present throughout the stay. The objective is to create a genuine sense of belonging – even for guests visiting Piemonte for the first time.

Creating value across the wine journey

The relationship between Vinory and Villa Vinory illustrates the broader logic behind Vino Piemonte.Wine production gives the group an authentic agricultural and cultural foundation. Hospitality gives consumers an opportunity to experience that foundation directly. Importing and distribution provide routes to market, while tastings, wine travel, gastronomy and membership activities create opportunities for continued engagement.Vino Bar, the group’s hospitality business in Ålesund, Norway, offers more than 2,000 wines on its list alongside tastings, events and Italian food products. Vino Import represents Vinory and a selection of other producers in the Norwegian market. These activities have given the group practical experience of both the production and consumer sides of the wine business.This combination is central to Vino Piemonte’s long-term strategy.While traditional wine businesses often depend heavily on intermediaries, Vino Piemonte is developing several direct points of contact with its audience. Guests can encounter the group through a villa stay, tasting, restaurant, wine journey, online platform or imported bottle.Each channel has the potential to strengthen the others. Hospitality introduces new consumers to the wines; the wines create interest in visiting the estate; and direct relationships provide insight into what international wine drinkers value.It is a model intended to balance respect for traditional winemaking with a more contemporary understanding of brand, experience and community.




A broad community of owners

Vino Piemonte has already attracted more than 500 shareholders. The company is now seeking to broaden that community by welcoming new shareholders from outside Norway.The minimum subscription is €10,000, making the opportunity accessible to a wider group than the institutional investors and family offices that traditionally dominate private investment in wine estates.The group is primarily seeking shareholders who have a genuine interest in wine, Piemonte, hospitality or the development of international lifestyle brands. Financial participation is important, but the company also sees potential value in the experience, networks and market knowledge that an international shareholder community can contribute.‘We are not looking for anonymous capital alone,’ says Blomvik.‘We want to build a community of owners who understand that vineyards and hospitality businesses are developed over time. Some may bring knowledge of distribution, property, tourism or international markets. Others may simply share our conviction that Piemonte is one of the world’s great wine and travel destinations.’The company’s intention is to use new capital to support the continued development of its wine, hospitality and international commercial activities. Detailed information concerning the company, the proposed share issue, use of funds, shareholder rights, financial position and associated risks will be provided through the company’s formal investor documentation.




Patient ambition in a timeless region

Wine rewards patience. Vineyards cannot be hurried into maturity, and the reputation of an estate is built gradually through the quality and consistency of its wines.Hospitality requires a similar perspective. A successful destination is created not only through buildings and facilities, but through service, atmosphere and the memories guests take home.Vino Piemonte’s ambition is therefore long term: to develop an internationally recognised group that remains rooted in the places and traditions giving it credibility.For prospective shareholders, the opportunity is not simply to invest in a bottle, a vineyard or a villa. It is to participate in a wider project connecting agricultural assets, premium wine production, hospitality and direct consumer relationships within one of Europe’s most compelling wine regions.In Piemonte, time has always been an essential ingredient. Vino Piemonte believes it can also become one of its greatest strategic advantages.



Discover Vino Piemonte

Vino Piemonte is inviting expressions of interest from prospective international shareholders outside Norway. The minimum investment is €10,000.Further information, including the company’s investor documentation and information memorandum, is available directly from Vino Piemonte.



Important information:

Investment in unlisted shares involves risk and may result in the loss of some or all invested capital. Shares may be difficult to sell, and no return, dividend or future increase in value is guaranteed. This article does not constitute personal investment advice or an offer of securities in any jurisdiction where such an offer would be unlawful. Prospective investors should review the formal investment documentation and obtain independent legal, tax and financial advice where appropriate.