Grappa

Grappa began as the peasant's spirit — the winemaker's workers drank it because wine went to market. The pomace was theirs. For centuries it was rough, harsh, and associated with poverty. In the 1980s–90s, producers like Nonino transformed Grappa into a luxury product through single-varietal expressions and elegant glass bottles. Jacopo Poli and Romano Levi (who hand-illustrated each bottle's label) became artisanal icons. The category's reputation transformation is one of the great brand-repositioning stories in spirits.