The Ceretto family maintains towards its work the same approach that Bertold Brecht attributed to his Galileo, who could not “resist an old wine or a new idea”.
The history of Ceretto Aziende Vitivinicole started in the 1930s in Alba, in Piedmont’s Langhe, with founder Riccardo Ceretto. The 1960s marked a turning point, when his sons Bruno and Marcello had a new idea… a revolutionary one for their time: instead of purchasing grapes and making wine, they would select the historically best-positioned vineyards to produce the region’s peculiar wine. That is the concept behind ‘cru’, which points to the connection between a ‘terroir’ and its fruit.
Writer, Cesare Pavese, who was born in and always maintained a connection with the Langhe, would have appreciated their view: according to him, indeed, “a town means not being alone, knowing that in the people, the trees, the soil, there is something of yourself, that even when you’re not there it stays and waits for you”.
The company’s owners had a number of great ideas – some embracing their passion for contemporary art and modern architecture. In the past few years, they have also created the multi-colored Sol LeWitt and David Tremlett Chapel in La Morra, the transparent Cube in Castiglione Falletto, and the technological Acino and Artist’s House in Alba…
Here, new ideas and old wine are always ready.