Mirafiore

What Mirafiore does

Mirafiore (Azienda Agricola Casa E. di Mirafiore Società Agricola a Responsabilità Limitata a socio unico) is a historic Piedmontese wine producer operating from Serralunga d'Alba, Italy, founded in 1878 by Count Emanuele Alberto Guerrieri and revived as a functioning winery in 2008 after a 70-year dormancy. The company controls 25 hectares of estate vineyards across Serralunga d'Alba and Barolo municipalities, including four prestigious Barolo DOCG crus (Lazzarito, Paiagallo, Meriame, Parafada), and produces a portfolio of DOC and DOCG wines centred on Barolo and Barolo Riserva, complemented by Barbaresco, Barbera d'Alba Superiore, Langhe Nebbiolo, Dolcetto d'Alba, Alta Langa Blanc de Noir sparkling wine, Langhe Nascetta white wine, and Vermouth Bianco and Rosso, plus the Pietra Magica sub-brand of Langhe Rosso expressions. Winemaking is built on traditional Piedmontese methods: indigenous yeasts from estate vineyards, submerged cap maceration, minimal intervention (no stabilization/fining, coarse filtration only), and aging in large oak barrels (2,000-14,000 liters) and concrete tanks, with full organic certification since 2018 and additional Vegan and Equalitas sustainability certifications.

Mirafiore generates revenue through two principal streams: (1) premium wine sales via the 101vini.com e-commerce platform, selected wine merchants, and fine dining establishments, and (2) wine tourism and hospitality through the Villaggio Narrante at the estate (winery tours by reservation only). Pricing is not publicly disclosed, and distribution is global in aspiration but currently documented as primarily European (Italy). The company is a single-shareholder Italian limited liability agricultural company operating under the direction and coordination of parent Casa E. di Mirafiore e Fontanafredda S.r.l., placing it within the broader Fontanafredda wine group.

The target customer base is fragmented across wine collectors and enthusiasts (primary), HoReCa buyers (hotels, restaurants, fine dining merchants), and on-site wine tourists, with no named enterprise customers or anchor accounts. Brand reputation is supported by certifications and recognitions including the Decanter World Wine Awards Platinum Best in Show (2016), the Italian Government's Marchio Storico designation (2022), EU Organic (2018), Vegan (CCPB, 2021), and Equalitas Sustainable Organisation (2022) certifications. The marketing mix relies on a multi-section content website, Instagram (@mirafiorewines) social presence, and earned media from international wine competitions.

Name

Mirafiore

Legal name

Azienda Agricola Casa E. di Mirafiore Società Agricola a Responsabilità Limitata a socio unico

Website

https://mirafiore.it

Company type

Private

Founded year

1878

Operating status

Operating

Headcount range

51–100 employees

Short description

Mirafiore is a historic Piedmontese winery (founded 1878, revived 2008) producing premium DOC and DOCG wines, including Barolo from four prestigious crus, on 25 hectares of organic-certified vineyards in Serralunga d'Alba, Italy. It sells through its own 101vini.com e-commerce platform, wine merchants, fine dining, and the Villaggio Narrante estate hospitality experience.

Ownership category

akta.pro rank

Product category

Premium Wine Production

NAICS

Wineries (312130), Grape Vineyards (111332), Beer, Wine, and Distilled Alcoholic Beverage Merchant Wholesalers (4248), Beer, Wine, and Liquor Retailers (445320)

SIC

Beverages (2080), Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180)

akta.pro primary industry

Wine Production & Winemaking (AFAFAAAB)

akta.pro secondary industries

Wine Grape Vineyard Operations (Varietal/AVA Practices, Yield & Quality Targets) (AFAGAJAJ), Wineries & Vineyards (Tasting Rooms) (THAFALAE), Wine & Sparkling Wine Wineries & Brands (CRADAIAB), Wine Tastings & Vineyard/Winery Tours (THAJAGAD)

Keywords

• Piedmontese red wine
• Barolo DOCG wine
• Estate winery Italy
• Organic wine production
• Wine tourism Piedmont

Headquarters

HQ city

Serralunga Di Crea

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Others

Revenue model

1. Wine Sales: Primary revenue from sale of premium wines including Barolo DOCG, Barbaresco, Barbera d'Alba Superiore, Dolcetto d'Alba, sparkling wines (Alta Langa Blanc de Noir), white wines (Langhe Nascetta), and Vermouth. Sold through 101vini.com e-commerce and likely through distributors.
2. Wine Tourism and Hospitality: Revenue from Villaggio Narrante hospitality experiences including winery tours (by reservation only) and wine-related tourism activities at the estate.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Mirafiore produces and sells premium Piedmontese DOC/DOCG wines from 25 hectares of estate-owned vineyards in Serralunga d'Alba and Barolo, centered on Barolo DOCG (blended and four single-cru expressions: Lazzarito, Paiagallo, Meriame, Parafada), with supporting Barbera d'Alba Superiore, Langhe Nebbiolo, Dolcetto d'Alba, Pietra Magica Langhe Rosso, Alta Langa Blanc de Noir sparkling wine, Piemonte Spumante, Langhe Nascetta white wine, and Vermouth (Bianco and Rosso). Distribution is handled through the 101vini.com e-commerce platform, on-site hospitality at the Villaggio Narrante estate, and selective wine-merchant and fine-dining (HoReCa) channels, produced using organic, vegan-certified, traditional minimal-intervention winemaking.

Product overview

Mirafiore is a historic Piedmontese winery producing a portfolio of DOC and DOCG wines from Nebbiolo, Dolcetto, and Barbera grapes cultivated on 25 hectares in Serralunga d'Alba and Barolo. The core product line centers on Barolo wines from four prestigious crus: Lazzarito, Paiagallo, Meriame, and Parafada, available as single-vineyard expressions (Riserva, Lazzarito, Paiagallo, Parafada, Meriame) and a blended Barolo. Complementary offerings include the Pietra Magica Langhe Rosso line (six named expressions), young red wines (Barbera d'Alba Superiore, Langhe Nebbiolo, Dolcetto d'Alba), sparkling wines (Alta Langa Blanc de Noir, Piemonte Spumante), white wine (Langhe Nascetta), and vermouths (Bianco and Rosso). The winery also operates an online shop (101vini) and hospitality services (Villaggio Narrante) for cellar visits. All wines are produced from estate-owned vineyards under organic farming methods, with traditional winemaking techniques including indigenous yeasts, extended maceration, and aging in large oak barrels.

Differentiator

Problem solved

Functional benefit

Brands

• Pietra Magica: Langhe Rosso wines including Donna Tribale, Fertilità Maschile, Nutrimento, Prosperità Femminile, Sapienza Contadina, and Stupore
• Villaggio Narrante

Products and services

• Barolo DOCG DOCG red wine made from 100% Nebbiolo grapes, aged for two years in oak barrels followed by bottle aging before release. Targeted at collectors and enthusiasts seeking traditional Barolo from the Langhe region.
• Barolo Riserva Premium Barolo DOCG aged for three years in oak barrels plus two additional years (in cement tanks then bottle) for a total of five years aging before release. Targeted at collectors seeking long-aged Barolo.
• Barolo Parafada Single-vineyard Barolo from the historic Parafada MGA, planted in 1975 with southeast exposure. Targeted at collectors seeking single-cru Barolo expressions.
• Barolo Meriame Single-vineyard Barolo from the Meriame MGA located in Serralunga d'Alba. Targeted at collectors seeking single-cru Barolo expressions.
• Barolo Lazzarito Single-vineyard Barolo from the prestigious Lazzarito MGA in Serralunga d'Alba, known for producing long-lived Barolo with complex aromas. Targeted at collectors seeking prestigious single-cru Barolo.
• Barolo Paiagallo Single-vineyard Barolo from the Paiagallo MGA in Barolo municipality, featuring evident aromas, good acidity, and balanced tannins. Targeted at collectors seeking single-cru Barolo.
• Pietra Magica Langhe Rosso Line of Langhe Rosso wines named after the Magic Stones of Langa, including six named expressions (Donna Tribale, Fertilità Maschile, Nutrimento, Prosperità Femminile, Sapienza Contadina, and Stupore). Targeted at consumers seeking Piedmontese red wines with cultural and storytelling depth.
• Barbera d'Alba Superiore DOC red wine from Barbera grapes cultivated in the Alba area, representing traditional Piedmontese winemaking. Targeted at consumers seeking approachable premium red wines.
• Langhe Nebbiolo DOC red wine from Nebbiolo grapes from the Langhe region. Targeted at consumers seeking approachable Nebbiolo-based red wines.
• Dolcetto d'Alba DOC red wine from Dolcetto grapes from the Alba area. Targeted at consumers seeking approachable everyday Piedmontese red wines.
• Alta Langa Blanc de Noir Traditional-method sparkling wine made from Pinot Noir grapes, part of the Alta Langa designation. Targeted at consumers and fine-dining accounts seeking premium Italian sparkling wine.
• Piemonte Spumante DOC sparkling wine from Piedmont. Targeted at consumers and HoReCa accounts seeking approachable Piedmontese sparkling wine.
• Langhe Nascetta DOC white wine from Nascetta grapes, a native Piedmont variety. Targeted at consumers and fine-dining accounts seeking distinctive regional white wines.
• Vermouth Bianco White vermouth aromatized wine. Targeted at consumers and HoReCa accounts seeking premium aromatized wines.
• Vermouth Rosso Red vermouth aromatized wine. Targeted at consumers and HoReCa accounts seeking premium aromatized wines.
• Villaggio Narrante Winery Tours Reservation-only hospitality and winery tour experiences at the Serralunga d'Alba estate, integrated under the Villaggio Narrante hospitality offering. Targeted at wine tourists and visitors seeking direct connection with the producer.

Quantifiable outcome

• Decanter World Wine Awards Platinum BestMedal 2016 for 2007 Barolo Riserva with BEST IN SHOW mention

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Accademia della VignacoreStrategic or Co-development PartnerCollaboration began in 2022 with the first social impact academy in viticulture, integrating training, ethical working practices, inclusion and social responsibility. The program involves direct recruitment and training of new staff, with certain sections of vineyard and agronomic director expertise made available. As of 2024, 8 people total have been hired through this project, with staff from 6 countries: Ivory Coast, Gambia, Guinea, Mali, Nigeria, Sierra Leone.

Scale indicators3 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• G.D. Vajra: Family-run Barolo producer based in Vergne (Barolo) with organic-certified estate vineyards and traditional winemaking. Comparable Piedmontese organic positioning and DTC brand-building approach.
• Pio Cesare: Long-established (1881) Piedmontese producer of Barolo and Barbaresco from owned vineyards in Serralunga d'Alba and Treiso. Comparable heritage positioning, geographic overlap, and traditional craftsmanship.
• Poderi Aldo Conterno: Premium Monforte d'Alba-based Barolo producer with three single-vineyard Riserva wines (Romirasco, Cicala, Colonnello). Comparable traditional Barolo production with prestigious single-vineyard tiering.
• Bruno Giacosa: Iconic Piedmontese producer of Barolo and Barbaresco from prestigious single vineyards (Falletto, Asili, Rabajà). Comparable premium traditional-method single-vineyard tiering.
• Vietti: Historic Piedmontese producer (Castiglione Falletto) with portfolio of single-vineyard Barolo (Brunate, Rocche, Lazzarito) and traditional winemaking. Directly comparable cru-based portfolio.
• Ceretto: Family-owned Piedmontese producer with Barolo and Barbaresco single-vineyard wines from MGAs including Bricco Rocche and Bussia. Comparable premium single-vineyard portfolio and family-owned heritage model.
• Marchesi di Barolo: Historic Barolo winery located in the village of Barolo itself, with a portfolio spanning Barolo DOCG crus and traditional winemaking. Comparable heritage positioning and DOCG single-vineyard focus.
• Giacomo Conterno: One of the most prestigious Barolo producers, based in Monforte d'Alba with estate-owned Monfortino and Cascina Francia. Comparable single-vineyard Barolo positioning and traditional Piedmontese winemaking approach.
• Massolino: Historic Serralunga d'Alba Barolo producer with estate-owned cru vineyards (including Vigna Rionda) and traditional Barolo winemaking. Directly comparable geography, DOCG positioning, and premium tiering.

Broad incumbents

• Fontanafredda: The parent group's flagship winery and one of the largest historic Barolo producers in Serralunga d'Alba. Closely overlapping geography, portfolio, and historical heritage as the operating parent of Mirafiore.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/mirafiorewines
• Xx.com/EdiMirafiore
• Facebookfacebook.com/mirafiorewines

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Mirafiore