Although his passion for winemaking is rooted as far back as the 18th century, he only began producing Barolo in 1908, when the family ran a bar in San Giuseppe, near Monforte d’Alba. In the 1920s, it was considered one of the first producers to bottle Barolo at a time when Barolo was sold in barrels and demijohns. In the 1930s, the winery began producing Barolo Monfortino, which had vast aging potential. By 1954, it was producing a Barolo and a Barolo Riserva, and in 1961 the two sons, Giovanni and Aldo, took the reins of the estate. Aldo, however, did not share the purely traditionalist philosophy of the house and, in 1969, created his own estate (Poderi Aldo Conterno). In 1974, with the purchase of the Cascina Francia vineyard, the estate ended outside purchases of grapes and in 1980 produced the first vintage created only from its own grapes, under the name Barolo Cascina Francia. Today, the highest and purest expression of Barolo can be found in bottles bearing the name Giacomo Conterno. These wines are rich, powerful, well-structured and capable of long bottle aging.