Benanti expands the concept of wine tourism.

Viagrande (CT), 3 June 2026 – On Mount Etna, wine is far more than something to be tasted. It is landscape, culture, history, gastronomy and emotion. From this vision comes "Wine & Culture 2026", the hospitality project developed by Benanti at Tenuta Monte Serra in Viagrande, on the slopes of Europe's highest active volcano.

For more than thirty years, Benanti has been at the forefront of Etna's qualitative renaissance, continuously investing in hospitality and transforming a winery visit into a truly immersive experience. The aim is to tell the story of the territory through its wines, guiding visitors through the Contrade of Etna DOC, indigenous grape varieties and a wine culture that today represents one of the most fascinating expressions of Italian viticulture.

"In our view, wine is only one piece of a much larger mosaic made up of cuisine, art, nature, conviviality and beauty," explains Salvino Benanti. "At Monte Serra, we want to offer an experience that engages all the senses and leaves guests with an authentic memory of this territory and its wines."

A journey into the soul of Etna

The experience begins in the Monte Serra vineyard, nestled on the slopes of the ancient volcanic cone from which the estate takes its name. Here, precious century-old ungrafted vines still survive, providing tangible evidence of a viticultural tradition deeply rooted in Etna's history.

Guests are accompanied by Benanti's team of sommeliers, local professionals whose international expertise has been developed through institutions such as WSET, AIS and FIS.

The journey continues inside the historic eighteenth-century Palmento, one of the largest and best-preserved on Mount Etna, now transformed into a space dedicated to preserving the memory of the region's winemaking heritage. Visitors then move on to the elegant Sala dei Quadri, where Italian design meets artworks from the Benanti family's private collection, before reaching the barrel cellar, the symbolic heart of the ageing and maturation process of the winery's finest red wines.

The experience concludes with guided tastings accompanied by gastronomic creations inspired by Sicilian tradition and prepared by the estate's resident chefs, professionals whose careers include experience in renowned Michelin-starred restaurants.

Four experiences to discover the territory through wine

The programme is structured around four different experiences, designed to satisfy varying levels of curiosity and exploration.

Benanti Selection is the introductory experience, featuring an estate tour and a tasting of four wines from the Traditional and Contrade Selection ranges.

Benanti Contrade Selection takes guests on a journey through the different expressions of Etna DOC, showcasing five wines sourced from the volcano's various slopes, accompanied by a contemporary lunch.

For those seeking an even more comprehensive experience, Benanti Premium Selection offers five iconic labels from the winery, including the celebrated Etna Bianco Superiore Pietra Marina, followed by a dedicated gastronomic journey.

At the pinnacle of the programme is Benanti Iconic Selection, a true exploration of the estate's most historic wines, paired with a five-course tasting menu.

All experiences can be enjoyed alongside other visitors or organised privately through tailor-made programmes designed for exclusive events, corporate meetings and incentive activities.

When wine meets cuisine

Alongside the traditional visits, Benanti Wine & Cook brings together wine culture and Sicilian gastronomy.

Following the "Contrade" experience, guests take part in a cooking class or a demonstration dedicated to Sicilian street food, guided by the estate's chefs. The dishes prepared are then incorporated into the final tasting experience through carefully designed pairings that enhance the distinctive characteristics of Benanti wines.

An engaging way to discover how food and wine represent two complementary languages of the same territory.

The tasting experience comes home... or aboard a yacht

Among the most exclusive innovations within the project are SOMM-at-HOME and SOMM-on-BOARD, concepts designed to bring the Benanti experience directly into private residences, aboard yachts or to locations chosen by guests.

A winery sommelier leads bespoke tastings tailored to the preferences of participants and complemented by dedicated services, from professional glassware to the possibility of arranging private dinners with a personal chef.

Every detail is carefully customised, transforming each tasting into a highly exclusive and personalised event.

A day at the estate among relaxation and Etna wines

The offering is completed by Benanti Day, a format designed for those wishing to enjoy the estate at a more relaxed pace.

A swimming pool, lounge area, solarium, welcome wine, snacks and a gastronomic proposal inspired by Mediterranean cuisine allow guests to spend an entire day immersed in Etna's vineyard landscape, while keeping wine at the centre of the experience.

Designed for small groups or exclusive use of the property, this experience represents a new interpretation of winery hospitality, focused on wellbeing, privacy and the quality of time spent on the estate.

Hospitality as a storytelling tool

With "Wine & Culture 2026", Benanti confirms an increasingly sophisticated vision of wine tourism, one in which wine becomes the starting point for telling the story of an extraordinary territory.

Far more than simple tastings, it is a journey that weaves together landscape, history, culture, cuisine and people, transforming every visit into an authentic experience in the heart of Mount Etna.

BENANTI

Partly owned by Brave Wine, the holding company founded by entrepreneur Renzo Rosso, Benanti is widely regarded as one of the leading estates of Etna viticulture.

A pioneer in promoting the Contrade of Mount Etna, the winery is the only producer whose estate-owned vineyards are distributed across all four slopes of the volcano: north, east, south-east and south-west.

Its production philosophy is founded on respect for territorial identity and the enhancement of Etna's indigenous grape varieties, particularly Nerello Mascalese, Carricante and Nerello Cappuccio, authentic interpreters of one of the Mediterranean's most fascinating terroirs.

Photos © Leif Carlsson