If you’ve ever looked carefully at a bottle of La Gioiosa Prosecco, you’ll note that it actually says “La Gioiosa et Amorosa” on the label (the “et amorosa” is written in smaller font size).
Translated literally, it means “joyous and amorous” but the meaning goes a lot deeper than that.
It’s actually a reference to the ancient name of the land where Prosecco grapes are grown and transformed into wine — Treviso province in Italy’s northeastern Veneto region.
As early as the 13th century, it was already one of Italy’s most wealthy territories. Even Dante wrote about the area and some of its famous residents in his Divine Comedy. Its wealth came from its rich farmland and its citizens were so successful that they were often able to enjoy leisure time. Indeed, they became famous for their country villas and their royal courts where poets would compose love poetry and young nobles would practice the arts of chivalry, jousting, and horsemanship.
It was such a happy place that it became known as gioiosa et amorosa, “the land of joy and love.”
As you can see in the photo today, even today, its lush countryside is ideal for growing grapes and other crops as well. And it remains one of Italy’s richest areas.
Some would say “the happiest place on earth.”