The company name stems from a happy insight of the owner who, after observing the writing on the entrance sign for Montalcino for years, noted its peculiarity and the capacity to represent its association to this land and its traditions. He decided to make it his own, and from MONTALCINO 564 M.A.S.L. came MONTALCINO 564,the name of the shop (and the registered logo) found right in the main square of the town.