The experiment started 15 years ago, when Carlo Cignozzi planted his first Sangiovese vines in the area of Montalcino, known as the home of one of Italy’s most esteemed wines – The Brunello di Montalcino.
Cignozzi wanted to experiment with musical therapy and its effects on the growth of the vines and soon got the nearby University of Florence interested. 15 years later, the Paradiso di Frassina is the talk of the town, attracting thousands of visitors each year, and producing some highly acclaimed wines.
Why? The winery is convinced that playing Mozart to its vines improves the quality of the wine they produce.
Here’s my piece to Monocle 24’s The Menu: http://monocle.com/radio/shows/the-menu/233/mozart-for-vines/