New Florence is a city in Montgomery County, Missouri, United States. The population was 769 at the 2010 census. It includes a branch of Stone Hill Winery, based in Hermann, Missouri. From here to the St. Louis suburbs is the geographic area known as the Missouri Rhineland, first established as a center of vineyards by German immigrants in the mid-19th century. New Florence lies at the junction of Interstate 70 and State Highway 19. Highway 19 is accessible from Interstate 70 via Exit 175.