About Friuli Venezia Giulia

The province of Friuli Venezia Giulia borders Austria to the North, Slovenia to the east, Veneto to the west and the Adriatic Sea to the South. It is a crossroad where northern, southern, eastern and western Europe meet. It is 43% mountains, 19% hills and 38% plains. The soil of the Collio and Colli Orientali del Friuli is “ponca vale” a sandy-clay-marl which is firm and rich in minerals.

“My first encounter with hillside wines, and the wines of the Collio in particular, took place when I moved to Friuli in the late 1930s. I was entranced by the gentle slopes and the Collio villages, which at that time had names like Medana, Cosana and San Martin di Quisca. My knowledge of hillside wines grew and I became increasingly convinced that “premium-quality wine is made first in the vineyard and then in the cellar.”
- Livio Felluga

Livio Felluga

Cormons, Friuli, Italy
Founded 1956

Today, after five generations of winemaking, Livio Felluga is one of the most recognizable and prestigious labels in the world.  Encompassing 135 hillside hectares that are under vine in Collio and Colli Orientali del Friuli, Livio Felluga is credited with innovating and mastering modern winemaking in Italy and creating exceptionally lush, crisp and well-balanced wines.

“I had the strength of my own convictions, proving skeptics wrong and defying received wisdom. Even today, I continue to work the land enthusiastically with my children. Maurizio, Elda, Andrea and Filippo are the present and the future. My greatest satisfaction is to see that they have inherited my love of the land, tradition and quality.”  – Livio Felluga



Livio Felluga created this famous label in 1956 to portray his hills, the slopes that have shaped the geography of Livio Felluga wines all over the world. It was a pioneering marketing concept born of a simple love of the land.  Putting it on the bottle was a way for Livio to pay tribute to the land and culture of Friuli. The original map is displayed at the Livio Felluga winery today.

“I used the distinctive Livio Felluga map label to show where our estate-grown grapes come from, and to guarantee our premium-quality wines.” — Livio Felluga


Livio Felluga founded the winery in 1955 after he purchased the first hectares of land in the town of Rosazzo. Livio Felluga had endured two World Wars, the first as part of the Austro-Hungarian Empire and the second as part of the Kingdom of Italy. Following the wars he moved to the rural countryside of Friuli, an area that was shifting away from the values and traditions that shaped the region and focusing on industrialization.

“My family has now been making wine for five generations. In fact, it would be fair to say that wine has always put bread on our table.   The Felluga story started in Istria, which was then still part of the Austro-Hungarian Empire. It was there that my great-grandfather, a farmer, and my grandfather, a vine grower, made Refosco and Malvasia. We had vineyards and a small trattoria at Isola d’Istria. Then one day my father decided to branch out. In 1920, he sent his son, my father Giovanni, to manage the family wine trade in nearby Grado, the delightful seaside resort of the Hapsburg aristocracy. I was a youngster, and the eldest child in what would become a large family. Helping my father, and growing up among the wines and the bottles, I acquired skills and experience.” — Livio Felluga

“My dream came true in the 1950s, when I purchased my first few hectares of vineyard at Rosazzo.   Those were difficult years. The hillsides had been totally abandoned, the first factories were being built, and farm workers preferred to move closer to the towns, where there was work. The landscape itself was changing. The challenge was to fight against all this, and to try to make the hills productive again.  Today, Rosazzo is considered one of the finest wine zones there is. Time has proved me right.” — Livio Felluga