Famed Italian gastronome and intellectual Luigi Veronelli wrote, "The land, the land, the land, the land, always, the land." The Ceretto family has sustained this same philosophy since the sixties when Bruno and Marcello joined their father Riccardo in the family business in Alba. The two brothers' objective was to select vineyards in the most historically important areas for the production of great wines. This idea, spawned by a visit to Burgundy, would prove the wisdom of the Ceretto family, placing their bottles among the greats of enology and elevating Barolo and Barbaresco among the most appreciated and prestigious wines in the world. The idea was revolutionary at the time for a territory in which the concept of "cru" was completely unknown, but most of all, it was a genial intuition. The most difficult challenge the brothers faced was the encounter with their father who, as was typical at the time, purchased grapes for the wines he vinified. "You are undertaking a difficult course, the land has never made anybody rich," he warned, but Bruno and Marcello did not doubt the potential of the land and stubbornly replied, "We believe in the land 100%. Of course, the cellar counts some as well, but great wines are made from great grapes." And so, they began dreaming of labels bearing the name of the vineyard and also its image: "so whoever drinks that wine can see the vineyard from which it has originated. The vineyard is history, the names of the hills remain, unchanged over time, enhancing the quality and credibility of the wines produced here. You can search for, visit and physically touch a vineyard… always."