Granai della Memoria :: Flavio Sobrero

Flavio Sobrero

Sobrero's Barolo house

Sobrero's opened in 1940. It was Francesco the founder. He cultivated the grape, which he sold untile the '60s. Then. thanks to the help and enthusiasm of the young Settimo and Pier Franco, he began the wine production. Their wine was sold loose or bottled. The first bottle of Barolo dated back to 1964. In the course of the years the firm has developed, constantly buying new land up to reach the present 16 hectares. In 2008 the firm has also purchased new vineyards of Moscato grape in Canelli.

In 2000, Flavio, a wine technician, son of Settimo and grandson of Francesco, joined the firm. He has helped the firm to further develop and improve the quality of their wine.

In this interview, Flavio Sobrero explains the secrets of the firm's success and the difficulties of a young entrepreneur facing the market in this moment.

This interview was collected for a research promoted by the Cuneo Province Council - Department of Agriculture, parks and forest and conducted by the University of Gastronomic Sciences in order to institute the archive Cuneo province agriculture between tradition and innovation.