Tuscany Now & More announces the launch of The Private Cellar, a new in-villa wine experience designed to bring a more personal and considered approach to discovering Italian wine.
Its newest offering, The Private Cellar, reimagines the traditional model of vineyard visits and structured tastings, offering instead a fully curated wine selection delivered directly to the villa, with a sommelier who joins at a moment that suits the rhythm of the stay.
There are no schedules to follow or appointments to arrange. The experience unfolds entirely within the villa, exactly where guests already want to be.
Debuting at Tenute Poggiazzi, The Private Cellar is designed to feel less like a structured activity and more like a natural extension of the stay. From the moment a booking is confirmed, guests are paired with a dedicated wine specialist who curates a bespoke selection based on personal taste, planned moments, and how they like to drink—whether that means something easy to open mid-afternoon, bottles to anchor long dinners, or a few worth lingering over.
By the time guests arrive, everything is already in place.
Rather than a single tasting or scheduled experience, The Private Cellar is designed to unfold over the course of the stay—each bottle chosen with intention, revealing itself moment by moment. The selection prioritizes smaller, independent producers—many of which are not easily accessed through traditional tasting routes—offering a more insider perspective on Italian wine, with access to producers few would typically discover on their own.
At a chosen point during the stay, a private sommelier hosts an in-villa tasting, guiding guests through the selection with context on regions, producers, and vintages, along with pairing suggestions that feel natural within the setting.
“The shift is subtle, but it changes everything,” said Jasmine Boni-Ball, Managing Director of Tuscany Now & More. “You’re not stepping out of your trip to ‘do’ wine. It becomes part of how you’re living while you’re there.”
Set among the vineyards of Tuscany, Tenute Poggiazzi provides a fitting setting for the experience. The villa’s manager, Angelo Caniggia, comes from a prominent Chianti winemaking family, bringing a deeper layer of local knowledge into each stay. At the heart of the property is a 500-year-old wine cellar, stocked with estate wines alongside a broader selection from Chianti, Montalcino, and beyond.
While The Private Cellar offers the most complete expression of the experience, additional options—including pre-arrival wine selections and standalone in-villa tastings—are also available, allowing guests to tailor the experience to their stay.
The Private Cellar includes:
Personalised pre-arrival wine consultation A bespoke selection tailored to the stay Delivery to the villa prior to arrival Private, in-villa sommelier-led tasting Context on producers, regions, and pairings Starting from €1,000
With The Private Cellar, Tuscany Now & More taps into a simple but compelling idea: that the best way to experience wine in Tuscany may be not to chase it—but to have it waiting for you.
