A legendary Italian family known for its specialty food markets is toasting to new beginnings in Aspinwall.
Labriola Italian Markets debuted Labriola Winery last month, steps away from its market along Freeport Road.
“It’s the beginning of a new era,” said owner Leonard Labriola of Fox Chapel. “This is such a nice adventure for me because all of my family is involved in it.”
Expansion talks were years in the making, and many family “board meetings” were held to hash out the vision for the brick-and-mortar location at 601 Freeport Road.
Leonard’s wife, Mary Ann, serves as hostess, greeter and all-around public relations liaison, offering a friendly welcome to customers.
“I don’t want things to feel stuffy,” she said. “I want it to feel warm.”
The couple have been married for 51 years and have three daughters, all physicians, and one son.
“They’ve all put in some wisdom on how to open this, from the decor to how we sell, the labeling and the process of selling wine. It’s been a very interesting six months,” Leonard Labriola said.
Wines are made on-site and ferment for 18 months in two giant barrels in the rear of the store.
Customers can order wines by the glass, enjoy tastings and purchase bottles.
“We’re known for Italian foods, and people like to drink a nice glass of wine with their food,” said Labriola of the decision to make the leap into a separate winery.
He first started selling wines at his three markets in Aspinwall, Monroeville and Warrendale. A location in Penn Hills closed in 2020, but that building continues to be used for storage and as a kitchen.
Joyce Hanz | TribLive
Labriola Winery sales associate Breanna Rutter of Oakmont pours wine Oct. 5 inside the new winery in Aspinwall.
Three generations of Labriolas have served the Pittsburgh region, offering Italian foods and specialty items, for 95 years.
The family hosted a public grand opening Sept. 26 at the winery.
The winery concept embraces history, quality, family and tradition, and the new store features handcrafted wines made from imported grapes from Northern Italy and California.
Sweet and dry wine selections include pinot grigio, cabernet, chardonnay, rosé, reserve red blend, reserve chardonnay and more.
Prices range from $14.95 to $59.95 per bottle.
Wine sales associate Breanna Rutter of Monroeville has worked for the family since she was 14.
“I like talking about the wine, and everyone is loving it,” Rutter said.
Tasting sheets provide easy-to-read information on each varietal.
Joyce Hanz | TribLive
General manager Lenny Labriola shares a peek Oct. 5 inside the family-owned and operated winery in Aspinwall.
Son Lenny Labriola, who serves as general manager, said he always wanted to own his own restaurant.
He designs all of the wine labels and includes the family crest on each one.
The winery, which employs 10, houses more than 2,000 bottles on-site.
The rest of the wine inventory — about 18,000 bottles — are stored at the Penn Hills market.
Customer Steve Clark of Pittsburgh has shopped at Labriola’s markets for years.
He recently visited the winery and purchased some wine.
“I like red wine, a dry wine, and it’s really good. It’s all encompassing now, and you can get everything you need for your meal from start to finish,” Clark said.
The winery offers free wine tastings, cafe-style seating, snacks, desserts, cheese, olive oils and more.
Emotions are high after opening.
“We’re thrilled. This is really a nice showcase for our business,” Leonard said.
The space is available after closing (6 p.m.) for private parties, gatherings, events and special occasions and can comfortably accommodate up to 50 people.
Daughter Leanne Labriola, an opthamologist with an MBA, helps with the business details.
The winery occupies a former dry cleaning business; before that, it was an Atlantic gas station.
Leanne Labriola said the spin-off business was a chance for her mother to embrace her creativity and vision for the winery.
“She really spearheaded this,” Leanne Labriola said. “She has brought a feeling of like coming to her house. My mom’s touches makes it feel welcoming.”
Added Mary Ann Labriola: “Our customers are so elated with Leonard’s success. We have third-generation customers now.”
As for the patriarch, he has no plans to retire.
“I’m too old to retire,” Leonard Labriola joked. “This is what I like to do.”
Courtesy of Labriola Winery
Leonard and Mary Ann Labriola of Fox Chapel pose with their children, (from left) Leanne, Joanne, Suzanne and Lenny.
Joyce Hanz is a native of Charleston, S.C. and is a features reporter covering the Pittsburgh region. She majored in media arts and graduated from the University of South Carolina. She can be reached at [email protected]
