Memoira is written, Montefalco Sagrantino di Còlpetrone is read: new name, same quality product. For the 2013 vintage of one of its flagship reds, Tenute del Cerro has given life to a new identity path which, starting from the naming, creates a new experiential dimension.
If tasting a wine means activating multiple cognitive paths, the name "Memoira" contains in a word not only flavor and aroma, but also the universe of values that revolve around its history and the traditions to which it is linked.
In this perspective, the choice of the new name for the precious Montefalco Sagrantino DOCG aims to increase the recognizability of the wine and its characteristics through the evocative capacity of the word "Memoira".
The result is a path that intertwines the sensorial dimension, the relationship with the past and the projection towards the future. A restyling that also involved the graphics, in particular thanks to the new labeling that embellished the bottle with shades of gold while retaining the black edging that brings out the background and character.
Sagrantino Memoira: the sensorial path
The new name is the result of a work that has enhanced the characteristics that distinguish the product through key concepts such as depth, evolution, memory, harmony, discovery and structure. At a later level, the naming process has collected the values linked to the fruition of wine and the territory in which it is born.
The landing point of this sensorial and identity experience is a word that at a semantically holds together the concept of Terroir, which indicates the relationship between wine and production area, with themes that revolve around the "memory of wine" and value of Sagrantino as a "meditation wine".
One name, three languages, a unique identity
Playing on a dual path of alteration and combination, the name Memoira holds together the Italian "Memoria", the Greek "Moira" and the French "Mémoire". The use of the initial "me" particle immediately creates a direct involvement through the first person singular, a process of identity identification that interests Italian-speaking customers, but not only: the three syllables that make up the word "Memoira" are easy to pronounce in the most popular Western languages.
The new name represents a real point of connection between the phonetic dynamics that recall sensorial imprinting and the three semantic lines that converge towards the idea of "wine memory": it is here that the link that unites Sagrantino to history of the territory meets the mental processes linked to the past (Mémoire), to the intimate sphere of the person (Me) and to the future evoked by the word Moira, which in Greek means destiny.
A renewed beauty that enhances the experiential value of tasting of this special wine, for an authentic and high quality experience.