Vini Lunardelli's questionable branding became a story when traveling American attorney Michael Hirsch and his wife Cindy, many of whose family members were killed in Auschwitz, saw the bottles at a shop in northern Italy and complained to a clerk. Needless to say, they were not amused:
"I was shocked," Mrs Hirsch said. "It is not only an affront to Jews, even if my husband and I are Jewish. It is an affront to humanity as a whole."
Andrea Riccardi, the Italian integration minister, responded, saying that:
'I want to reassure our American friends who visit our country that our Constitution and our culture rejects racism, anti-Semitism and Nazi fascism. This offends the memory of millions of people and risks compromising the image of Italy abroad.'
Remaining bottles of the wine have been pulled from the shelves of the store where the Hirsches first stumbled across it and local prosecutors are making inquiries.