The Ceretto winery was born in the 1930's: Riccardo Ceretto, who did not own any vineyards, made wine by buying grapes from others. The turning point coincided with the entrance in the company of his sons Bruno and Marcello, who brought with them an innovative thought for those times: the importance of the land. In the 1960's Bruno and Marcello began to map out the lands from which the best wines came, and to buy vineyards in the most vocated positions in Langhe and Roero, including some of the best Barolo and Barbaresco crus. They would never leave the land again.