Caprai4Love is a project of Arnaldo Caprai in favour of social sustainability and the territory, which since 2013, thanks to the sale of limited edition wines, has enabled the restoration of several works of art visible at the San Francesco Museum in Montefalco. Sustainability is therefore understood as the maximum valorisation of the territory, to return a social dividend to the community where the renowned Montefalco Sagrantino DOCG wine is produced.
This limited edition celebrates the 700th year of the death of the great poet Dante Alighieri, author of The Divine Comedy and icon of Italian culture worldwide. The label is the work of Canadian artist Rick Rojnic (2018), a reinterpretation of the portrait of Dante that is part of the fresco cycle 'Stories from the Life of Saint Francis' painted by Benozzo Gozzoli in 1452, and can be seen in the Montefalco Museum.
For a long time now, the Arnaldo Caprai winery has stood out for its serious and constant commitment to sustainability, so much so that it was awarded the 'European Winery of the Year 2012' prize by the Wine Enthusiast Magazine Awards, where sustainability means the right balance between the three aspects: social, environmental, economic. The #Caprai4love project is fully in line with social sustainability, aiming to achieve a series of actions and practices to realise intangible objectives.#Caprai4love 2013 celebrated the extraordinary retrieval of the missive that Benozzo Gozzoli wrote and sent from Montefalco in 1452 to inform one of the most powerful families of the time of his decision to renounce an important assignment in Florence because he was busy completing the cycle of frescoes in the Church of San Francesco. A historical testimony of love that offers Montefalco, Umbria and the general public a unique opportunity to admire the manuscript in the very place where it was produced.> Watch the video #Caprai4love 2014 continued the project with the presentation of the autograph letter dated 27 June 1452, enriching it with the exceptional loan by the Vatican Museums of the "Madonna and Child between St. Dominic and St. Catherine of Alexandria" by Beato Angelico, dated 1435, on display at the San Francesco museum complex from 4 April to 4 May 2014. The purchase of the precious manuscript and the exhibition of the painting were made possible thanks to the sale of the Montefalco nel Cuore bracelet, made by Cruciani Spa. The project aims at reasoning with the heart, that corporate heart that beats for immaterial values and as Marco Caprai says: "We find in Beato Angelico's table the highest point of those spiritual values that the Arnaldo Caprai and Cruciani companies will have to 'embrace' more and more, given the continuous evolution of such dynamics in the world of consumer goods". Precisely for this reason, #Caprai4love is not stopping and for next year the intent and purpose of the sale of the Montefalco nel Cuore bracelet is to support the restoration of a polychrome wooden sculpture with a cross and golden rays, attributed to an Umbrian sculptor who lived in the second half of the 16th century and conserved in the municipal museum of S. Francesco in Montefalco.
#CAPRAI4LOVE SUPPORTS THE CULTURE OF THE TERRITORY Since its first edition in 2013, the #CAPRAI4LOVE project has become an integral and tangible part of the philosophy of the Arnaldo Caprai winery, a tool that expresses the company's vision and ongoing commitment to the culture of the territory as a key element of sustainability. #caprai4love is a fundraising campaign promoted by the Caprai winery for the recovery of territorial works of art through the enhancement of doing business and the involvement of local associations and administrations. The project is based on sustainability understood as maximum valorisation of the territory, to return a social dividend to the community that produces the renowned Montefalco Sagrantino DOCG wine. The project is renewed every two years with different objectives and methods to help bring tourists, citizens and wine enthusiasts closer to the scenic and artistic beauty of a unique and unrepeatable territory. #CAPRAI4LOVE 2013 celebrated the extraordinary recovery of the missive that Benozzo Gozzoli wrote and sent from Montefalco in 1452 to communicate, to one of the most powerful families of the time, his renunciation of an important assignment in Florence, because he was busy completing the cycle of frescoes in the Church of San Francesco. A historical testimony of love that offers Montefalco, Umbria and the general public a unique opportunity to admire the manuscript in the very place where it was produced. The letter was about to go up for auction, and the '#Caprai4love' project, an initiative also promoted by the Montefalco Academy for History, Art and Local Culture, the Municipality of Montefalco, the Montefalco Consortium, the Sagrantino Wine Road and the Museum of St. Francis of Montefalco, raised the funds to buy it and bring it back. The medium used was, as in subsequent editions, a special edition of Montefalco Sagrantino by 'Arnaldo Caprai' and a bracelet by the famous 'Cruciani' brand, where bunches of grapes were married to a red Sagrantino heart. #CAPRAI4LOVE 2015 continued the project with the presentation of the autograph letter dated 27 June 1452, enriching it with the exceptional loan by the Vatican Museums of the 'Madonna and Child between St. Dominic and St. Catherine of Alexandria' by Beato Angelico, dated 1435, exhibited at the San Francesco museum complex from 4 April to 4 May 2014. The purchase of the precious manuscript and the exhibition of the painting were made possible thanks to the fund-raising initiative involving Cruciani Spa, Unicredit, and companies and associations in the area that have signed a memorandum of understanding for the realisation of the project. #CAPRAI4LOVE 2017 is the turn of the "Great Franciscans" painted by Benozzo Gozzoli that have been brought back to life thanks to an innovative promotional campaign that saw a meeting between today's "influencers" and three great "historical influencers" of Italian culture. The project was aimed at restoring part of the frescoes in the apse of the Church Museum of St. Francis painted by Benozzo Gozzoli, and in particular the part depicting the 'Great Franciscans': Francesco Petrarca (laureatus Petrarca - omnium virtutum monarca), Dante Alighieri (theologus dantes - nullius dogmatis expers) and Giotto di Bondone (pictorum eximius - iottus fondamentum et lux). Three great personalities who, in the words of art critic Philippe Daverio, "can be considered our 'historical sponsors', the 'influencers' of their era, so our task is to recover them and restore the painting to its original splendour". The project involved the production and marketing of a series of six limited edition bottles of Montefalco Sagrantino DOCG Vigna del Lago 2012 Arnaldo Caprai, the proceeds from the sale of which were donated to the Municipality of Montefalco for the restoration of the 'Great Franciscans'. The distribution of the bottles took place through online sales with the support of @coccodj, @DIavolo, @LiaCeli, @matteograndi, @insopportabile and @Iddio, among the most followed Twitter "influencers" who spread the hashtag of the #CAPRAI4LOVE project on social networks. #CAPRAI4LOVE 2019 new project financed with the sale of three limited edition bottles of Montefalco Sagrantino DOCG sold with labels reproducing the images of the Franciscan Greats Petrarch, Dante and Giotto reinterpreted by a contemporary artist, Canadian Rick Rojnic. The proceeds of the project will be used to finance the restoration of the wooden arch of the Museo di San Francesco, another fundamental step in the enhancement of this important cultural venue. "For us, sustainability," says Marco Caprai, "means exalting all our values, from nature to culture, from society to work, from business to the landscape, in a harmonious whole that is based on the utmost valorisation of the territory and the community in which we operate. After all, it is Montefalco and its community that give us Sagrantino, and we to Montefalco and the community must return a social dividend'.