A new wine‑growing project is taking shape in the heart of one of the world’s most iconic archaeological sites. At the Archaeological Park of Pompei, a fully integrated winery with a complete production cycle is being established, the result of a public–private partnership that brings together heritage preservation, environmental sustainability and the cultural valorisation of Italian wine. Officially presented on 3 February, the initiative involves the Tenute Capaldo Group—through Feudi di San Gregorio and Basilisco—and aims to reconstruct a historical, organic viticulture within the archaeological area, integrating wine production, scientific research and the visitor experience.
The public–private partnership and the role of Tenute Capaldo
The project stems from a special form of public–private partnership involving the Tenute Capaldo Group—specifically the wineries Feudi di San Gregorio and Basilisco—working alongside the Archaeological Park of Pompei to manage and enhance the historical vineyards within the site.
Building on experience gained in recent years on several existing parcels, a true “archaeological vineyard” will be created, with a planted surface that will eventually exceed 6 hectares. The project also includes the construction of winemaking and ageing facilities within the Park’s perimeter, dedicated to wine production.
The initiative will not be carried out through traditional public–private collaboration tools such as concessions or tenders, but through a partnership in which the Park and Tenute Capaldo share expertise and experience.
The vision of the Archaeological Park of Pompei
Gabriel Zuchtriegel, Director of the Park, emphasized the cultural and scientific value of the initiative:
“Since the 1990s, the Archaeological Park has studied the vineyards of ancient Pompei through botanical research conducted by its internal Applied Research Laboratory, in order to investigate their historical and scientific characteristics, viticultural techniques and, consequently, dietary habits. Since then, various initiatives have been undertaken to enhance the vineyards as a way to tell and reveal different aspects of the ancient city.”
“Today, the Park is investing in a broader form of enhancement and protection of the natural heritage, landscape and environment, which are integral elements of the archaeological area. The winery is part of a wider ‘archaeo‑agricultural’ project that also includes other activities, such as the valorisation and cultivation of olive trees and social‑farming initiatives within the ‘social and cultural farm’. In our view, the key to achieving meaningful results for the surrounding territory is the involvement of private partners with specific expertise.”
Organic viticulture, scientific research and a complete production cycle
The new winery will be entirely organic and supported by extensive research into traditional vine‑growing and winemaking techniques, in collaboration with Attilio Scienza of the University of Milan. The project also benefits from the consolidated agronomic expertise of Feudi di San Gregorio and its production director, Pierpaolo Sirch, an internationally renowned agronomist.
The goal is twofold: to produce authentic, high‑quality wines and to integrate viticulture into the visitor experience of the Archaeological Park, strengthening the connection between history, landscape and material culture.
Feudi di San Gregorio: a cultural, non‑speculative commitment to Pompei
For Feudi di San Gregorio—engaged for 40 years in the promotion of Campania’s native grape varieties—the project reflects a long‑term vision focused on protecting the territory and local communities, a commitment also enshrined in the company’s bylaws when it became a Benefit Corporation in 2021.
President Antonio Capaldo stated:
“The Archaeological Park of Pompei is one of the most important cultural sites in the world and a fundamental pillar of our region’s identity. We embraced this project with enthusiasm, offering our expertise to the Park to jointly develop an innovative agricultural and agronomic initiative. We want to bring Pompei back to life not only as a place of research and knowledge, but also as a centre of production and exchange, returning to its historical roots.”
“This will require time and significant investment, but that does not discourage us—on the contrary. Having the courage to explore new paths and look at this millennia‑old project with fresh eyes is what aligns our vision with that of the Park.”
“The approach we have chosen is deeply cultural and not speculative, with a forward‑looking perspective that goes beyond immediate returns and considers the future of generations to come, ensuring a sustainable future for this extraordinary place. It also allows us to continue sharing the millennia‑old culture of wine with the world.”
Ribbon‑cutting at Masaf
The project was presented on 3 February in the Cavour Hall of the Ministry of Agriculture, Food Sovereignty and Forests. The event opened with remarks by Minister Francesco Lollobrigida, who stated:
“Agriculture and history are not separate elements; they form our identity. They tell the world who we are—not only to those who already know Italy, but also to those who seek to understand the value of a Nation that, over three thousand years of cultural exchange, has transformed every influence into unparalleled excellence. Among these, wine undoubtedly holds a prominent place. Its association with a symbolic site like Pompei immediately conveys the idea of something not merely to be consumed, but to be lived and valued.”
The meeting concluded with remarks by Undersecretary for Culture Gianmarco Mazzi, who highlighted the project’s value as an example of active heritage stewardship:
“The creation of a winery within the archaeological site of Pompei demonstrates that heritage protection is not only historical conservation but also care, conscious development and the ability to restore meaning to the places of history.”
A replicable model linking wine, culture and territory
The Pompei project stands as an experimental model in which wine, archaeology and social responsibility converge in a long‑term vision. An initiative that seeks to restore viticulture to its original role as a foundational element of Mediterranean civilization, transforming an iconic archaeological site into a living, productive and culturally active place.
