The number 23 has been significant throughout the life of Pillitteri Estates owner and proprietor Gary Pillitteri. 23, or a combination of 2’s and 3’s, continually pop up in every aspect of his life. This 23 STORY has become a part of Pillitteri’s identity and plays an integral part in engaging our guests while visiting the winery.
The 23 story is the inspiration behind Pillitteri’s TWENTY THREE product line. The fun, fresh label speaks to the easy-drinking nature of TWENTY THREE wines. Easy to pair with food, or perfect for drinking alone, the versatility of TWENTY THREE wines appeals to everyone, making them the perfect choice for any occasion.
So why 23?
When you start looking for something, you tend to find it. This is the idea behind the 23 enigma. It’s like the ‘New Car Phenomenon,’ when you get a new car it is inevitable that you will immediately start to see everyone else driving the same car everywhere you go. It’s not that everyone and their uncle just went out and coincidentally purchased exactly the same car, it’s just that now you notice every single one of them.
Gary Pillitteri is the owner and proprietor of Pillitteri Estates Winery and the number 23 is his ‘new car.’ In fact, Gary never bought his first new car; he won it at a fundraising event on February 23rd, 1963. For Gary, the number 23, or a combination of 2s and 3s appear everywhere he goes, in every aspect of his life.
On the 23rd of November 1948, Gary Pillitteri left his native Sicily to come to Canada. His wife Lena was born on December 23rd. Their first child Connie was born September 23rd and their next daughter Lucy was born February 23rd; yes, the very same day Gary won his car. Gary’s son Charles was the 3rd child, born on the 2nd of August. Gary and Lena have 5 grandchildren; 2 from one daughter, and 3 from the other daughter… 3 boys and 2 girls. Just a coincidence? Not for Gary. The number 23 has become a significant feature of the Pillitteri family and wine experience. Guests to our winery are fascinated with this element of the family story, and on a tour of our winery, the highlight is the 23 specially commissioned, stainless steel chairs that hang in our barrel cellar.
So really, it’s pretty simple. We didn’t choose 23 to be the focus of our new label because it is a part of the ultra cool ‘Prime Number’ club. We didn’t choose it just because it looked so darn good in that space between 22 and 24. We chose 23 because 23 is Gary Pillitteri’s favourite number… and he’s the boss!