In 1904, in the presence of notary Giacomo Oddero and young witness Alfredo Prunotto, the Cantina Sociale "Ai Vini delle Langhe" was founded in the council chamber of the town of Serralunga. Among the participants in the act of incorporation were personalities who had left their mark on the history of Alba and the communes of the Langhe, as well as many small local producers. In 1922, upon the expiration of the renewal of the Cantina Sociale, many members decided to stop conferring their grapes.
At this juncture the young Alfredo Prunotto met and married Luigina, with whom he decided to take over the Cantina Sociale "Ai Vini delle Langhe", giving it his own name. The winery, thanks to the passion of the couple, soon became famous and began to export Barolo and Barbaresco all over the world. In 1956, Alfredo Prunotto decided to retire from business, selling the winery to his friend Beppe Colla, enologist, supported by Carlo Filiberti and later by his brother Tino Colla.
Prunotto, in 1961, began to identify typical areas of production particularly valuable for the separate vinification of Cru, such as Barolo Bussia and Barbera d'Alba Pian Romualdo.
In 1972, Ugo della Piana, an architect from Langhe, designed the new winery, which will be built near Alba where the winery's headquarter is still located today.
In 1989, the Antinori family began its collaboration with the Prunotto firm, initially dealing with distribution and then, in 1994, with the retirement of the Colla brothers, also directly with production, maintaining the excellent level of quality strongly desired by Alfredo Prunotto.
The production philosophy, attentive to every detail, and the great passion for wine, immediately united Prunotto with the Antinori family which, in this area, met a new challenge, a new terroir where the great territoriality of native and non-native vines could be expressed.