Three decades ago, the Tuscan coast was still finding its voice. The Maremma wasn't yet the name on sommeliers' lips or the reference point on premium wine lists it is today. When Famiglia Cecchi planted its flag in Poggio La Mozza in 1996, it was a bet on potential—not a proven category.
That bet has aged remarkably well. In 2026, the family-owned estate is celebrating the 30th anniversary of Val delle Rose, its Maremma property in the municipality of Grosseto, and using the milestone to launch a forward-looking chapter built on organic farming, coastal-fresh wines, and packaging that answers the sustainability questions buyers are actually asking.
From 25 Hectares to a Maremma Benchmark
Val delle Rose started at 25 hectares. Today it spans 186 hectares in total, with more than 100 hectares under vine farmed under certified organic practices since the 2021 harvest. The growth wasn't accidental—Cecchi drove it through in-depth soil studies and innovative farming methods, culminating in a state-of-the-art winery inaugurated in 2011.
The location was chosen deliberately: outstanding viticultural potential, close proximity to the sea, and a highly favorable microclimate. Those natural advantages gave the estate room to craft wines that speak clearly of the Tuscan coast—fresh, Mediterranean, and versatile.
"Thirty years ago, we chose the Maremma because we sensed its potential: an ever-evolving land offering the ideal soil and climate for extraordinary freedom of interpretation," says Andrea Cecchi, President and CEO of Famiglia Cecchi. "Val delle Rose was born from this vision: working the vineyards with deep respect for the territory's authentic character, and crafting, harvest after harvest, wines that seamlessly combine identity, precision, and pleasure."
The Portfolio: Classics Meet a "Fresh Wave"
The Val delle Rose range stays anchored in the region's signatures. Two labels lead the way:
- 'Rosamante' Morellino di Scansano DOCG — 90% Sangiovese, 10% other
- 'Litorale' Vermentino Maremma Toscana DOC — 100% Vermentino
These are complemented by red varieties—Merlot, Cabernet Franc, and Ciliegiolo—grown in the estate's coastal soils.
For the anniversary, Cecchi is layering in a "fresh wave" of new bottlings that lean into the versatility of Maremma terroir. Headlining the 2026 arrivals is Lobelia Toscana IGT Bianco, a crisp blend of Vermentino, Trebbiano, and Chardonnay built for aromatic freshness, sapidity, and drinkability. It joins two established Famiglia Cecchi favorites: Caprifoglio Viognier Maremma Toscana DOC (100% Viognier) and Calipte Toscana IGT Rosé (100% Sangiovese).
Bottling That Answers the Sustainability Question
Here's the detail procurement directors and beverage buyers should note: both Calipte and Lobelia feature digital designs printed directly onto the glass using organic inks, removing heavy metals to ensure the bottles remain fully recyclable. It's a packaging decision that eliminates paper labels and their adhesives—a practical sustainability play, not just a talking point.
A Hospitality Hub, Not Just a Winery
Val delle Rose doubles as a countryside hospitality venue, and the estate is reopening for the summer with its annual calendar of public events—upgraded this year around its new wine additions. Guests can look forward to:
- Weekly sunset aperitifs under the wisteria
- An exclusive "Morellino Classica" evening
- Open-air stargazing experiences
The estate is one of five that make up the broader Famiglia Cecchi collective, alongside Chianti Classico's Villa Cerna and Villa Rosa, Umbria's Tenuta Alzatura, and Montalcino's Aminta. Founded in 1893 and now led by the fourth generation, the family oversees 331 hectares of vineyards across Tuscany and Umbria, including 230 hectares under certified organic practices.
Why It Matters
For wine buyers, restaurant operators, and beverage program directors, the Val delle Rose story is a useful signal on two fronts. First, coastal Tuscan whites and rosés—Vermentino, Viognier, and fresh IGT blends—continue to earn their place on lists built around approachable, food-friendly, warm-weather pours. A single-estate source with certified organic acreage and a documented 30-year track record is exactly the kind of provenance story that sells at the table.
Second, the recyclable printed-glass packaging is worth watching. As sustainability moves from marketing line to purchasing criterion for institutional buyers and hospitality groups, label-free bottles printed with heavy-metal-free organic inks give buyers a concrete point to communicate to guests and to sustainability-minded corporate accounts. Operators evaluating new by-the-glass or list additions can lean on both the organic farming credentials and the packaging story when justifying the pour.
The practical takeaway: if your beverage program is chasing fresher, Mediterranean, versatile styles with a genuine sustainability narrative, the Maremma's coastal expressions—and estates like Val delle Rose that have spent 30 years refining them—deserve a tasting.
For a look at how operators are rethinking beverage strategy for scale and margin, see our coverage of the new economics of craft beverage programs. Following the estate? Val delle Rose shares its latest at @valdellerosewines on Instagram.
Are coastal Tuscan whites and rosés earning more space on your list this year? Tell us how you're building your by-the-glass program in the comments.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine’s “Top 40 Under 40” for founding American Wholesale Floral. Politz is also the founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
