Nino Negri Winery, known for raising the little known region of Valtellina to the world’s stage by securing a 94 point Wine Spectator rating for its 5 Stelle Sfursat di Valtellina DOCG, today announced it will partner with BLADE, the largest urban air mobility brand in the United States offering app-based booking of seats or charters on helicopters, jets and seaplanes all over the world.

According to Danilo Drocco, winemaker at Nino Negri, this is an ideal partnership for the brand as it brings to life an essential story of the winery. “Valtellina is rugged and has near-vertical slopes, requiring a steep uphill hike, on-foot, to harvest grapes. That traditional method takes around 10 workers 10 days to reap just 30 percent of the vineyard’s yield. By using helicopters, we cut that time in half and save on costs,” he explained.

The partnership will entail exclusive tasting experiences, special events and custom activations to elevate the modern travel experience. In addition to placement and visibility in all BLADE Lounges, Nino-Negri will host 10 winemaker-led tastings at various BLADE Lounges, as well as creating a once-in-a-lifetime experience for select clientele with an exclusive pre-flight sunset tasting event.

Through the program, BLADE fliers will be introduced to Nino Negri’s leading portfolio of red wines, including the Nino Negri Quadrio, Inferno, Le Tense and Nino Negri 5 Stelle, along with its Nino Negri Ca’ Brione, a white wine variety.

“We are delighted to be partnering with BLADE to curate a unique program, while paving new ways to tell the stories of, and introduce, our award-winning wines, such as Nino Negri, to American consumers,” said Derek Blackburn, SVP Marketing, Frederick Wildman. “By investing in innovative marketing collaborations with pioneering brands, such as BLADE, we provide opportunities for individuals to discover our wines through original experiences that reflect the lifestyles and affinities of travelers today.”

“No company flies more people in and out of city centers than BLADE”, said Patrick Albano, Chief Revenue and Marketing Officer, BLADE. “Offering Nino Negri in our lounges and at our events further enhances the BLADE experience, and the fact that helicopters are used in the harvesting of their grapes, makes the integration even more natural.”