Entrepreneur, politician, sociologist. Adriano Olivetti has always put his homeland, the Canavese first. While with one eye he followed the growth of the family business (the historic Olivetti, typing machine industry) with the other he looked at the territory: “The economy of a territory cannot be based exclusively on industry but alternative economies must coexist”.

Adriano Olivetti was aware of the importance of agriculture as a resource of the territory and even more so as a tool for the conservation of the landscape and for this reason it shouldn’t become depopulated. A plan was needed to keep it efficient and profitable. And here in this project the Cantina della Serra came to life. In 1952, the first contacts with the Piveronese winemakers were initiated so that La Cantina was officially established on May 10, 1953. 99 daring members with an idea in mind: to live from viticulture in a land of industries. In 1957 they already became 617 members, in 1961 they reached a peak of 1018 becoming a reference point for the production of wine throughout northern Piedmont. This milestone, in addition to the growing production, also came due to the stubbornness of a man who, pushed by Olivetti, led the winery for many years: Vittorio Boratto. An innovator and avant-garde as well as a hard worker; thanks to Vittorio the winery developed in wine technology as well as in viticulture, perfecting the wine supply chain year after year. One of the most important results was the collaboration with all the Canavese wineries for the birth of one of the most important Italian Denominations of Controlled Origin: Erbaluce di Caluso, the first specification for a white wine in Piedmont, among the first in Italy: it was the year 1967. Nebbiolo and Barbera were added to later on, because of it we can now produce over 30 different labels.