This Iconic Outdoor Brand Now Sells World-Class Wine

If you’ve spent much time traveling the world’s wine regions, you’ve likely noticed that wine regions tend to also be phenomenal areas for outdoor recreation. Sun-soaked valleys and lush, rolling hillsides provide great conditions for both growing fruit and building trails. Iconic Salt-Lake-City-based outdoor clothing brand KÜHL decided to bring these pastimes together, partnering with Guicciardini Wines, based in Italy’s Tuscany region, to create a boutique collection of wines ideal for raising a toast after an adventure.

How KÜHL and Guicciardi came to be wine partners

Photo courtesy KÜHL

The partnership between KÜHL and Guicciardi began not with grapes, but textiles, as the former began sourcing Italian fabrics from the latter nearly 30 years ago. In the late 1990s, Bernardo Guicciardini Calamai and KÜHL founder Kevin Boyle connected to do business making clothes. The Calamai side of Bernardo’s family has been in the textile industry for over 100 years, specializing in blending synthetic fibers with wool to create functional, sustainable fabrics for outdoor activities – and the Guicciardi side – his mother’s – had been making wine for some 800 years in Tuscany.

“Our family started a collaboration cause the Calamai side was well known for being a high-quality fabric producer in Prato, so was easy for Kevin and Bernardo to start a good business relationship that last since 20 years,” Bernardo Guicciardi told Matador via email. “While the collaboration was going on, turns out that our family are not just fabric producers, coming from Calamai family part with their roots in Prato, but also winemakers since 1199 from Guicciardini side that own Castello di Poppiano.”

The idea to partner on KÜHL-branded.wines for distribution in the United States came from the success of the fabric sourcing partnership. The pair of companies had developed trust and a good working relationship – and both were curious if merging wine with the traditionally beer-soaked outdoor community would work.

Bernardo and Fernandino Guicciardi, purveyors of a enturies-old Italian winemaking tradition. Photo courtesy theGuicciardi family.

The Guicciardini family’s legacy in winemaking is deeply intertwined with the rich history of Italian viticulture. Their journey began in 1199 in the Poppiano region of Italy, where they have been producing wine for over eight centuries, passing down their expertise through generations. Chianti is the iconic grape of Tuscany, and it’s fittingly the flagship wine in the KÜHL line.

At the heart of their winemaking tradition is Castello di Poppiano, one of Italy’s oldest independent wineries, which has remained family-owned and operated throughout its history. This steadfast commitment to their heritage is reflected in their meticulous approach to winemaking, where grapes are cultivated and processed entirely on the estate. This longevity means they’ve mastered the local terroir – a facet that makes the wine partnership with KÜHL unique. This is particularly true among outdoor-industry-focused wines, as others like Revelshine don’t have nearly the length of tradition.

Beyond historical significance, the Guicciardini family plays a vital role in shaping the identity of Tuscan wines, particularly Chianti, which is made predominantly from the region’s renowned sangiovese grape. The estate’s unique geographical features, including its southwest-facing vineyards and elevation of about 1,000 feet above sea level, create ideal conditions for cultivating high-quality grapes. Their ability to sustain a thriving wine business for centuries stems from their balance between honoring tradition and adapting to modern tastes – particularly among younger generations that aren’t consuming as much wine as older generations and aren’t as well-versed in the traditions. This enduring success and commitment to excellence made them a fitting partner for KÜHL, as both share a deep appreciation for independence, craftsmanship, and the adventurous spirit that defines mountain culture – oak casks are quite adventurous, after all.

KÜHL now offers both a red and a white wine crafted to embody the rich traditions of Italian winemaking. The KÜHL Chianti Colli Fiorentini Red Wine, a classic Tuscan red known for its robust flavors and aromatic profile. This was the original wine for the partnership, with notes similar to what wine aficionados expect from an Italian red – a heavier taste that pairs well with meats and pasta. A Vermentino now available for those who prefer a crisper, lighter white wine. The Vermentino, according to its makers, leaves notes of wildflowers and fruits with a light finish that pairs well with seafood.

“Both companies are proud to be privately owned and independent with the same task, to provide our customers the highest quality products,” Guicciardi says.

The wines can be ordered online and shipped to most states around the country. In Utah, the wines are available in many state liquor stores, and in New York, can be ordered in advance and then picked up in person at Eataly NYC Flatiron. Each bottle costs about $24.99, though shipping and delivery costs vary by state.

Tips for an adventurous toast

Photo: Jbondart/Shutterstock

That’s quite an impressive history. You’re right to be thirsty. It’s fitting to drink wine developed by outdoor lovers in the outdoors, of course, which can take a bit of planning to properly execute. Bringing a bottle of wine on a hiking adventure can elevate the experience, but it requires some planning to ensure a smooth and enjoyable moment at the summit. Don’t forget to pack a lightweight corkscrew. Temperature is also a factor – you don’t want to the wine to warp in the heat – so keeping your wine in an insulated bottle or cooler sleeve can help maintain its dignity. On this note, if you open the bottle before heading out, be sure to seal the wine tightly in its travel container and drink it before too long. A bit of air helps bring out the flavors of a wine – too much air can spoil it.

To transport the wine safely, wrap a glass bottle in a padded sleeve, a ski sock (clean, preferably, so as to avoid that foot funk smell), or a piece of clothing to prevent breakage in your backpack. Secure it near the center of your pack to balance the weight and minimize shifting. When it’s time to enjoy the wine, find a comfortable, scenic spot, and bring along collapsible tumblers for easy sipping.

One thing works in your favor when brining wine on an outdoor adventure – red wine, in particular, pairs well with trail-friendly foods like cheese, nuts, or dried meats. Energy bars aren’t too far off the cuff here, either.

Most importantly, always follow Leave No Trace principles by packing out your empty bottle, cork, and cups. This is a good excuse to finish the wine – the views from wherever you pop the cork will be that much better.