A young winery in northern Italy is making major waves by blending centuries-old winemaking traditions with cutting-edge virtual reality technology.
Founded in 2020 as part of the Torrevilla Group project, La Genisia is quickly becoming one of the most talked-about names in Italy’s Oltrepò Pavese region—a historic wine territory now being reintroduced to the world through innovation, science and a fresh approach to storytelling.
Located in Lombardy, Oltrepò Pavese holds Italy’s national record for Pinot Noir vineyards and ranks as the fourth-largest European area dedicated to the grape, behind Champagne, Burgundy and Baden. Despite its deep roots in wine production, the region remains relatively unknown to many international consumers. La Genisia is working to change that.
The winery’s name, inspired by the concept of “genesis,” reflects its mission: returning to the origins of wine through a deep understanding of terroir and translating that identity into every bottle.
La Genisia operates as a cooperative of 20 experienced winegrowers managing 70 hectares of vineyards across Codevilla, Torrazza Coste, Mornico Losana, Valle del Coppa and Valle Schizzola. Together, they produce approximately 200,000 bottles annually.
What makes the model stand out is its combination of collaboration and centralized management. Unlike many premium wineries, La Genisia oversees agronomic decisions collectively, ensuring consistency, sustainability and traceability across all vineyards.
Under President Matteo Ghiara and winemaker Simone Fiori, the winery made a bold move in 2024 by becoming the first cooperative cellar in Oltrepò Pavese to directly select harvesting teams and centrally coordinate the grape harvest. The goal was simple: better timing, stronger quality control and greater precision.
Pinot Noir sits at the center of the winery’s identity, produced both as Metodo Classico sparkling wines and still red wines.
“Pinot Noir is our stylistic compass,” said Fiori. “It is a grape variety that interprets the territory with great sensitivity and allows us to build a contemporary and recognisable winemaking language.”
The winery also partnered with the University of Milan on an ambitious zoning study that analyzed 600 hectares of vineyards, examining soils, altitude, exposure and microclimates. The research created an evolving guide for growers, helping identify the best vineyard sites and fine-tune farming decisions.
But perhaps La Genisia’s boldest move is how it welcomes visitors.
At the center of the estate stands the Torre Vinaria, a historic tower that now serves as the heart of an immersive wine experience. Guests can climb the tower and use dedicated VR headsets to explore vineyards virtually, learning how soil, climate and geography shape each bottle.
“The discovery of the morphological and environmental characteristics that determine the unique qualities of a wine is not always immediate; virtual reality allows us to visit symbolic sites and understand the production philosophy of our winery,” Fiori explained.
With tastings, vineyard tours, e-bikes and panoramic terraces, La Genisia is proving wine tourism can be both rooted in tradition and powered by the future.