Our Jollie Story

Our story is not only the story of a business. It is the story of a family life built in Tuscany, where personal choices and professional projects have always grown together. For Pierre and Rebecca Gouttenoire, wine, food, hospitality and agriculture have never been abstract business sectors. They are part of the life they chose, the places they restored, the people they work with, and the culture they wanted to pass on to their two sons, Julian and Oliver. Even the name Jollie was born from this family story, bringing together the names of Julian and Oliver as a symbol of continuity, transmission and shared roots in Tuscany.

1995 – Rebecca Arrives in Tuscany

Rebecca Christophersen leaves Denmark and settles in Tuscany, beginning a lifelong connection with the region, its culture, its people and its agricultural traditions.

2004 – The First Wine Tours

Driven by a passion for wine and authentic local experiences, Rebecca begins organizing wine tours across Tuscany, introducing visitors to family-owned wineries and hidden corners of the region.

2009 – A Life-Changing Encounter

Pierre Gouttenoire, an agronomist and oenologist from Bordeaux, joins one of Rebecca’s wine tours. What begins as a simple wine tour becomes the start of a shared personal and professional adventure.

2011 – A New Family, A New Chapter

Julian is born. The same year, Pierre moves from Bordeaux to Tuscany, where he and Rebecca begin building their future together.

2012 – The Birth of the Jollie Name

Oliver is born, completing the family that would inspire the future Jollie ecosystem. To celebrate the arrival of Julian and Oliver, Pierre creates the name Jollie, combining the first letters of their two sons' names. The Jollie logo appears for the first time on a unique wine produced by Pierre from a small vineyard parcel in the heart of Tuscany, crafted from the 2011 and 2012 vintages. What began as a personal family tribute would later become the name and symbol of an entire ecosystem.

2013 – The Birth of Grape Tours

Pierre and Rebecca officially launch Grape Tours, creating a premium wine and food tourism company dedicated to authentic experiences, small groups and meaningful connections with local producers. From the very beginning, they are joined by Rebecca's longtime friend, Ilaria Miele, who becomes both a partner and Technical Director. Together, the three founders establish the foundations of a company built on expertise, personal relationships and a deep commitment to showcasing the authentic spirit of Tuscany.

2010-2018 Tuscan Wine School

Before developing the wider Jollie ecosystem, Pierre and Rebecca Gouttenoire created the Tuscan Wine School, first in Siena in 2010 and later in Florence in 2012. The school was designed with a clear mission: to make Italian and Tuscan wine culture accessible, engaging and educational for international visitors, often within a focused two-hour format. Beyond tourism, the Tuscan Wine School also became a recognized training center for wine professionals and serious enthusiasts. It was approved to deliver WSET Level 1, 2 and 3 courses and became the first and only Wine Scholar Guild school dedicated to Italian wine education in Italy. The activity was successfully developed until 2018, when it was sold to a Siena-based tour operator.

2021 – The Birth of Formaggioteca Terroir

Formaggioteca Terroir opens in Florence, bringing together the finest artisanal cheeses, wines and gastronomic traditions from Italy and France in a unique and award-winning concept.

2022 – Campo Sasso Joins the Story

The family acquires Podere Campo Sasso in the Chianti countryside, laying the foundations for a new chapter focused on hospitality, regenerative agriculture and cheese affinage.

March 2024 – Campo Sasso Reborn

After an extensive renovation using local materials and traditional craftsmanship, Campo Sasso reopens as a guest house and home to its unique cheese-aging caves. The transformation is featured on the international television show Fixer to Fabulous: Italiano.

April 2026 – The Jollie Ecosystem Becomes a Certified B Corp

Grape Tours, Formaggioteca Terroir and Campo Sasso achieve B Corp Certification, recognizing nearly two decades of commitment to responsible tourism, local communities, environmental stewardship and ethical business practices.

2026 – Acquisition of Tracolle

The acquisition of Tracolle marks the beginning of Jollie’s most ambitious agricultural project: a regenerative farm in the heart of Chianti dedicated to livestock, olive groves, agroforestry, artisanal food production and farm-to-table experiences.

New Chapters Are Taking Root

Our story did not stop with wine tours, a cheese shop, a farmhouse or a farm project. Each step has opened the door to something larger: a deeper way of living, working and sharing Tuscany.

Today, this vision takes shape through Regenerative Tuscany — a project that brings together wine, food, agriculture, hospitality, craftsmanship and education into one living ecosystem.

For us, regeneration is also about transmission. It is about the world we want to leave to the next generation, and the values we hope to pass on to our sons, Julian and Oliver: curiosity, respect for the land, love for authentic taste, and the courage to build something meaningful.

Jollie was born from our family life. Its future will continue to grow from that same source.

The story continues — in the vineyards, in the cheese caves, around the table, on the farm, and through every person who chooses to experience Tuscany differently.