The name “Lu Vì” originates from the one of the dialects of the Marche region, where it is the local term for “wine.” This choice is deeply symbolic, as it encapsulates the cultural and historical significance of wine in the region's identity. The founder, Leonardo Novelli, selected this name to forge a strong and authentic connection between his project, the world of wine, and the Marche territory, known for its rich winemaking tradition.