In the 50s Luigi Pira decided to focus on grapes and wine, in the following decades he sold grapes and open wine to the biggest wineries in the area of Alba which sought after high-quality products from Serralunga d'Alba.

It was the first step towards its own production, which was impressed on this earth and able to give great red wines, Barolo above all. In the early 90s Gianpaolo, Luigi's son started to take part in the winery management, and the wine quality became the key factor. Today Gianpaolo is flanked by his brothers Romolo and Claudio.

All the wine that comes from the historical vines of the family is bottled, the Nebbiolo grapes destined for the production of Barolo which come from the crus are processed separately for Barolo Vigna Marenca, Barolo Vigna Margheria, Barolo Vignarionda, and Barolo Serralunga.