One of Italy’s most respected wine producers is embracing a fresh, contemporary identity while honoring more than a century of winemaking tradition.
Marco Felluga has announced the restyling of its Friuli Bianco DOC Just Molamatta, which will officially debut at Vinitaly 2026 with a striking new visual identity designed to better reflect the wine’s character and appeal to a new generation of consumers.
The updated label, created under the direction of sixth-generation winemaker Ilaria Felluga, features bold colors, clean lines, and geometric shapes intended to communicate the essence of the wine through a modern visual language. The redesign aims to make the Friuli Bianco DOC denomination more prominent while enhancing shelf visibility in an increasingly competitive marketplace.
According to the winery, the new design uses simple geometric symbols to evoke the world of wine and hospitality. A circle represents a grape, a square symbolizes a table, and a triangle recalls a wine glass. Together, the elements create a distinctive and contemporary identity while maintaining a connection to the wine’s heritage.
The name “Just Molamatta” remains central to the brand. Molamatta refers to the hills where the vineyards are located, while “Just” reflects the wine’s approachable nature and its role as a wine meant to be shared in relaxed, convivial settings.
“Friuli Bianco DOC Just Molamatta perfectly represents our way of interpreting wine today: immediate, authentic, and deeply connected to its territory,” said Ilaria Felluga. “We wanted to simplify the language without losing identity.”
While the packaging has evolved, the wine itself remains rooted in the traditions that have made Friuli one of Italy’s premier white wine regions. Known for its freshness, elegance, and minerality, Just Molamatta continues to offer a balanced profile highlighted by notes of apple and pear.
The relaunch also signals a broader generational transition within the historic family business. With winemaking roots dating back more than 150 years to Istria, the Felluga family has long been associated with some of northeastern Italy’s most respected wines.
Now leading both Marco Felluga and Russiz Superiore, Ilaria Felluga is focused on making wine more accessible and relevant to modern consumers. Part of that strategy includes reducing alcohol levels to align with changing consumer preferences and encourage more mindful wine consumption.
Visitors to Vinitaly, taking place in Verona from April 12-15, will have the opportunity to taste the newly released Friuli Bianco DOC Just Molamatta 2025 alongside other wines from the Marco Felluga portfolio, including Mongris Pinot Grigio Collio DOC and selections from Russiz Superiore.
The debut marks an important milestone for the winery as it balances innovation with a deep respect for its historic roots.