26 Generazioni is the official wine shop and club of Marchesi Antinori, and the name is a count: twenty-six generations have run the family business since 1385, when Giovanni di Piero Antinori was admitted to the Arte Fiorentina dei Vinattieri, the Florentine winemakers' guild. The 26th generation — sisters Albiera, Allegra and Alessia Antinori — leads the company today. Built to sell direct to collectors rather than through the trade, the platform carries the full global portfolio, from Tignanello and Solaia in Tuscany through the Bolgheri and Umbrian estates and the family's holdings abroad. The U.S. storefront runs a private membership called The Guild, offering allocations of the family's most sought-after bottlings, first access to rare and older vintages, special formats and preferred pricing across the portfolio.