Drink Wines Not Labels (DWNL) is Alessandro Salvano’s personal project launched in 2019 to question the traditional impact of labels and appellations on wine perception. He grew up amid vineyards in Montelupo Albese, a few meters outside the Langhe’s Barolo boundaries, where soils and exposures closely mirror those inside the designation — yet the wines must be labeled Langhe.

Salvano’s project is rooted in organic farming and minimal intervention: vineyards are tended by hand without herbicides or pesticides, and fermentations are executed with indigenous yeasts and whole clusters, avoiding fining, filtration, and relying on minimal sulfites.
His first bottlings, including the ambitious Outside Nebbiolo, follow Barolo’s traditional ageing rigor (e.g., extended cellar time) but reflect a philosophy that quality and expression matter more than geographical lines. DWNL also includes approachable reds and whites (Nebbiolo, Dolcetto, Chardonnay, Pinot Noir) that express freshness, vibrancy, and purity of fruit.

Alessandro blends respect for classical training with a forward-thinking mindset: wines rooted in traditional varieties and methods, yet liberated from marketing and rigid classification. The project challenges drinkers to evaluate wine by what’s in the glass, not by the name on the label — a message carried through every bottle he makes.