By: Jake Smiths

This past weekend in New York City, Italian wine received a different kind of introduction, one rooted less in promotion and more in presence.

Johann De Pietri, the Venice-based curator behind Vineria all’Amarone, spent several days in the city meeting with longtime patrons, journalists, and new connections. His visit wasn’t built around a major launch event or a branded tasting tour. Instead, it reflected the same philosophy that defines his Venice vineria: wine as a vehicle for connection, memory, and conversation.

Returning to Venice, Johann leaves behind more than a series of meetings. He leaves an impression, one shaped by intimacy, intention, and a distinctly Italian way of welcoming people to the table.

A Visit Rooted in Relationship, Not Promotion

Rather than hosting large-scale promotional events, Johann’s time in New York mirrored how he welcomes guests in Venice. His days were spent in small tastings, one-on-one conversations, and thoughtful exchanges around individual bottles, each chosen for a story rather than a score.

The wines he shared were sourced from small, family-run Italian producers, many of whom he has worked with for years. These are bottles rarely found on retail shelves or mainstream wine lists, selected not for trends or market appeal, but for character, craftsmanship, and heritage.

“I don’t believe in selling wine without context,” Johann shared during his visit. “Every bottle represents a family, a place, and a tradition. That’s what gives it meaning.”

That philosophy resonated in New York, where conversations often stretched beyond tasting notes into discussions of food, travel, and the emotional role wine plays in people’s lives.

Building Momentum for the Online Shop

Johann’s New York visit coincided with growing interest in the all’Amarone online wine shop, which has quietly gained traction among US-based wine lovers seeking a more curated experience.

Unlike large e-commerce platforms, the shop reflects the spirit of the Venice vineria itself. The selection is edited and restrained, never overwhelming, featuring Italian wines chosen with the same care Johann applies in person. There is no algorithm-driven upselling, no pressure to buy in volume. Each bottle is there for a reason.

For New York customers, the shop has become a way to access authentic Italian wines without navigating crowded wine lists or impersonal recommendations. It offers something increasingly rare in the digital space: a sense of trust in the curator behind the selection.

Introducing the Bespoke Wine Club

A quiet highlight of Johann’s time in New York was the soft introduction of the Vineria all’Amarone Bespoke Wine Club, an experience designed for people who want more than a standard subscription model.

This is not a fixed shipment or preset box. Members share their preferences, food habits, and even personal memories tied to wine. Johann then personally selects bottles that reflect their taste and lifestyle. Over time, the selections evolve as the relationship deepens.

Members receive:

• Personally paired Italian wines, curated monthly or seasonally
• Access to limited-production bottles from small Italian estates
• Notes and stories behind each wine and winemaker
• A sense of continuity—working with the same curator, month after month

“It becomes a relationship,” Johann explained. “Like coming back to the same table.”

Why New York Responded

New York’s lifestyle culture, rooted in cuisine, discernment, and curiosity, proved to be a natural match for Johann’s approach. During his visit, he connected with editors, collectors, chefs, and everyday wine lovers who value authenticity over excess.

The city’s appetite for meaningful experiences, particularly those tied to food and travel, aligns closely with what Vineria all’Amarone represents: Italian wine as something lived, not marketed.

Rather than positioning wine as a luxury object, Johann presents it as part of daily life, something meant to be shared, discussed, and remembered.

Leaving New York, Extending the Table

As Johann returns to Venice, the connection doesn’t end with his physical presence. Through the online shop and the bespoke wine club, those he met continue the relationship, receiving wines that feel less like shipments and more like thoughtful gestures.

In a city that moves quickly and often loudly, Vineria all’Amarone offers something quieter and more enduring: intention, tradition, and the feeling of being known.

Because with Johann De Pietri, wine isn’t about collecting bottles.
It’s about collecting moments.
And once you’ve shared the table, you’re family.