A bridge between tradition and innovation, between the agricultural supply chain and local creativity. This is the philosophy behind Genevitis, the new project launched by Mack & Schühle Italia, a company specializing in the production and international distribution of Italian wines. Born in the heart of Italy’s wine-growing regions, Genevitis aims to showcase regional excellence through an integrated model of sustainable supply chain management, connecting historic cooperatives, local designers, and top-tier technical partners.
A Model That Brings Together Territories, Cooperatives, and Creativity
The name Genevitis encapsulates its vision: Gene as genesis, origin, and the life cycle of the vine and wine; Vitis as the deep bond with the land and agricultural tradition.
Six Italian regions are featured in this first phase: Abruzzo, Campania, Lazio, Piedmont, Puglia, and Sardinia. Each territory is represented by a historic cooperative winery and a local designer, creating an authentic narrative that combines landscape, culture, and identity.
“The philosophy of Genevitis,” says Fedele Angelillo, Sole Director of Mack & Schühle Italia, “is based on three pillars: the enhancement of local resources, because every wine tells the story of its territory; ethics and social responsibility, as the people working in the vineyards and wineries are at the heart of the project; and economic and production sustainability, since the goal is to build a sustainable, stable, and lasting model that protects and promotes agricultural continuity. This approach ensures stability and security for producers on one hand, and consistent quality and proper market positioning for wines on the other.”
The Genevitis Philosophy: Quality, Ethics, and Responsibility
“Genevitis,” comments Cristina Mercuri, Brand Ambassador for Genevitis, “is a project that places the work of cooperatives and farming communities at its core. Its value lies in its ability to transform expertise, territory, and sustainability into a concrete, replicable model. The goal is clear: to give visibility to local productions, showing how quality, dedication, and responsibility can become a competitive advantage for the entire system. Each wine tells this story—not just a narrative, but a journey of identity, method, and transparency that deserves recognition beyond national borders.”
Each region entrusted its image to a local designer: from the light of Abruzzo’s ancient trails interpreted by D’Aroma Studio for Cantina Tollo, to the Mediterranean strength conveyed by Usopposto for Cantine Due Palme; from the ancestral soul of Sannio reimagined in a contemporary key with La Guardiense and nju:design, to the historical heritage of the Castelli Romani expressed by Gotto d’Oro and Federica Cecchi’s sensitivity; to the wind and sea transformed into visual identity by Redfish Adv for Santa Maria La Palma, and the Piedmontese tradition revealed by Araldica and Artevino Studio. A creative effort that celebrates Italian design as an integral part of wine culture.
The Mack & Schühle Italia Project That Unites Territories, Cooperatives, and Design to Showcase Italian Wine Worldwide
Genevitis is not just a territorial enhancement project—it is also a model of responsible innovation.
Technical partners such as UPM, Smurfit Westrock, Crealis, Luxoro, O-I, and Amorim contribute sustainable solutions for labels, packaging, capsules, and bottles, reducing environmental impact while ensuring quality. Among the innovations is “Symbiosis,” the completely plastic-free paper-based capsule, and the use of 100% renewable electricity. Amorim cork closures, with a negative carbon footprint, complete a project that combines tradition and technology.
Genevitis positions itself as an authentic ambassador of Italian wine worldwide, telling the story of territories, people, and values through an ethical and sustainable approach. A project that goes beyond producing wine to build a cultural and industrial model capable of giving new strength to the Italian wine supply chain.
