The Piccini family is rooted in the heart of Chianti and profoundly linked to the region’s rich winemaking culture. Their story began in 1882, when Angiolo Piccini bought 7 hectares (17 acres) of vineyards and began producing wines under the motto: "It's not how much wine we make, but how much passion we put in our work." Under the guidance of Mario Piccini, the fourth generation of the family, Piccini is today one of the most distinctive, dynamic and innovative Italian estates represented among the top 25 largest Italian producers.

The Chianti Orange Label is the iconic wine, and reflects the family’s ambition to rediscover Chianti as a contemporary wine. The wines are grounded in tradition yet have an innovative, charming and fun personality, providing a bold and exciting choice for wine lovers around the world. Tenute Piccini is among the most prominent wine producers in Tuscany, playing a leading role in the production of Chianti, Chianti Classico and Montalcino wines.

The family has five other stand-alone properties in top Tuscan wine regions as well as the two “volcanic estates” on the Etna and Vulture mountains, a parallel project to the successful Piccini brand. The family’s philosophy behind the boutique estates is very classical: producing wines that reflect the region, focusing on expressiveness of the grapes variety in relation to the area of origin. The family estates have been converted to organic farming. These practices, together with a selection of drought-tolerant rootstocks, lower density trellising systems, indigenous grape varieties replacing some of the less suitable international ones, aim at a holistic approach towards sustainable vine growing.