Bersano

What Bersano does

Bersano is a privately held Italian winery founded in 1907 by Arturo Bersano in Nizza Monferrato, Piedmont, and acquired by the Massimelli family in 2021. The company controls 230 hectares of estate-owned vineyards — the largest private vineyard holding in Piedmont — distributed across 10 historic cascine (farm estates) in the Langhe, Roero, and Monferrato regions, producing nearly one million bottles annually. Its portfolio spans all major Piedmont DOCG appellations, organized into the premium 'Icone' reserve line (Barolo Cannubi Riserva, Barolo Badarina Riserva, Nizza Riserva Generala, Barbaresco Mantico), the metodo classico 'Arturo' sparkling line, the '4 Sorelle' accessible sub-brand, the heritage 'Champagnotta Napoleonica' collection, and a 'Classici' range of appellation wines.

The company monetizes through three revenue streams: direct-to-consumer sales via the shop.bersano.it e-commerce platform and the on-site Enoteca in Nizza Monferrato; B2B supply to the HORECA sector, with notable placements at Michelin-starred restaurants including All'Enoteca, La Ciau del Tornavento, and Le Cattedrali by Cannavacciuolo; and paid wine tourism experiences (Monferrato Experience at the historic headquarters and Langhe Experience at Cascina Badarina in Serralunga d'Alba). Distribution extends across more than 40 countries through third-party importers. Differentiating assets include the UNESCO-listed Musei Bersano (Museo delle Contadinerie and the Raccolta delle Stampe Enoiche collection spanning four centuries), a 118-year heritage brand, and full vertical integration from vine to bottle.

Governance and corporate activity reflect family control under the Massimelli family, with Federico Orione serving as Chief Marketing Officer. Recent strategic actions include the 2023 Arturo line redesign and the 2026 Vinitaly unveiling of a new 'Icone' line, accompanied by international press engagement targeting US premiumization. No public funding, institutional investors, or M&A activity is disclosed.

Name

Bersano

Legal name

Bersano

Website

https://bersano.it

Company type

Private

Founded year

1907

Operating status

Operating

Headcount range

11–50 employees

Short description

Bersano is a family-owned Piedmontese winery founded in 1907, operating 230 hectares across 10 historic cascine and producing nearly one million bottles annually for HORECA, DTC e-commerce, and wine tourism across 40+ countries.

Ownership category

akta.pro rank

Product category

Winery and estate-grown Piedmont wine production

NAICS

Wineries (312130)

SIC

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

akta.pro primary industry

Wine & Sparkling Wine Wineries & Brands (CRADAIAB)

akta.pro secondary industries

Wineries & Vineyards (Tasting Rooms) (THAFALAE), Wine Tastings & Vineyard/Winery Tours (THAJAGAD), Fine Wine & Luxury Spirits Retail (CRANABAE)

Keywords

• Piedmont wine production
• Estate-grown Barolo
• Metodo Classico sparkling
• Wine tourism experiences
• HORECA wine supply

Headquarters

HQ city

Nizza Monferrato

HQ country

Italy

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Wine Sales - Direct to Consumer: Direct sales through Bersano wine shop (shop.bersano.it) and at the winery in Nizza Monferrato. Products include premium Icone line (Barolo Cannubi Riserva, Badarina Riserva, Nizza Generala), Arturo sparkling wines, Classici wines, 4 Sorelle line, and Champagnotta Napoleonica.
2. Wine Sales - HORECA/B2B: Supply to restaurants, hotels, and wine bars. Notable relationships with restaurant partners including La Credenza, All'Enoteca, Il Cascinale Nuovo, La Ciau del Tornavento, and others.
3. Wine Experiences and Tourism: Paid experiences including Monferrato Experience (winery tours, tastings, museum visits) and Langhe Experience at Cascina Badarina (reserved tastings, private events).

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

Bersano is a historic Piedmontese winery producing estate-grown wines from 230 hectares across 10 cascine in the Langhe, Roero, and Monferrato appellations. Its portfolio spans premium Barolo and Nizza Riserva reserves, classic-method sparkling wines, regional varietals, and a heritage Napoleonic collection, complemented by paid wine tourism experiences at the Nizza Monferrato headquarters and Cascina Badarina, plus cultural heritage assets through the Bersano Museums.

Product overview

Bersano is an Italian wine producer headquartered in Nizza Monferrato, Piedmont, with 230 hectares of vineyards across 10 historic cascine (farm estates). The portfolio is organized across several sub-brands and product lines: the premium 'Icone' line features top single-cru wines including Barolo Cannubi Riserva, Barolo Badarina Riserva, and Nizza Riserva Generala; the 'Arturo' line offers metodo classico sparkling wines in Brut, Brut Rosé, and Pas Dosé styles; the '4 Sorelle' line covers Barbera d'Asti, Sauvignon, and Ruchè di Castagnole Monferrato; the 'Champagnotta Napoleonica' is a heritage collection; and the core 'Classici' range includes accessible expressions of Nebbiolo d'Alba, Barbera d'Asti Superiore, Gavi, Roero Arneis, Moscato d'Asti, Brachetto, and Pinot Nero. Beyond wine production, Bersano operates hospitality services (Monferrato Experience at headquarters and Langhe Experience at Cascina Badarina) and maintains cultural heritage through the Musei Bersano museums.

Differentiator

Problem solved

Functional benefit

Products and services

• Barolo DOCG Cannubi Riserva (Icone)

Quantifiable outcome

• Nearly 1 million bottles produced annually from 230 hectares
• +2 more outcomes

Named customers8 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• All'Enoteca (Chef Davide Palluda)coreStrategic or Co-development PartnerMichelin-starred restaurant in Canale. Chef Davide Palluda praised Arturo Rosé Vintage 2019 for elegance, complexity, and depth. Wine paired with haute cuisine. Relationship based on shared appreciation of Piedmontese culinary and wine excellence.
• Il Cascinale Nuovo (Chef Walter Ferretto)coreStrategic or Co-development PartnerRenowned restaurant in Isola d'Asti. Chef Walter Ferretto connects Monferrato cuisine identity with Nizza DOCG Cremosina, noting its ability to maintain elegance and distinctiveness over time.
• La Ciau del Tornavento (Chef Maurilio Garola)coreStrategic or Co-development PartnerMichelin-starred restaurant in Treiso. Chef Maurilio Garola brings Langhe to the table, pairing cuisine with Nizza Riserva DOCG La Generala. Shares commitment to tradition and innovation.
• Le Cattedrali by Cannavacciuolo (Chef Gianluca Renzi)coreStrategic or Co-development PartnerChef Gianluca Renzi selects Bersano for elegance and connection. Arturo Pas Dosé Millesimato 2016 (100+ months on lees) paired with signature dish. Demonstrates culinary-wine synergy.
• La Credenza (Giovanni Grasso)coreStrategic or Co-development PartnerRestaurant in San Maurizio Canavese. Special 5-liter edition of Barolo Badarina 2020 created for La Credenza. Shares vision of timeless elegance and contemporary taste interpretation.
• Cugini di TorinominorStrategic or Co-development PartnerWine bar in Nizza Monferrato created by Alessandro and Ilaria. Represents essential elegance aligned with Nizza DOCG reserve Generala. Both pursuing excellence through craft and tradition.
• Casavicina (Chef Claudio)minorStrategic or Co-development PartnerChef Claudio shares Bersano values: maximum quality raw materials, tradition, family, and Piemontese conviviality memory. Creates experience beyond taste.
• Locanda in Cannubi (Gianni)minorStrategic or Co-development PartnerGianni embodies Cannubi hill hospitality. Authentic custodian of Piedmont's most iconic hill, Nebbiolo territory. Hosts at Locanda in Cannubi.
• Vinitaly (Veronafiere)coreGTM or Marketing PartnerAnnual participation in Vinitaly trade fair in Verona. 2026 featuring new 'Icone' line launch. Four-day event to communicate brand direction and showcase innovations.

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Gaja: Iconic Barbaresco/Barolo producer from the Gaja family, recognized globally as a premium Piedmont standard-setter. Comparable in single-vineyard reserve approach, international prestige distribution, and premium-only positioning.
• Prunotto (Antinori): Alba-based Piedmont producer of Barolo, Barbaresco, and Barbera d'Asti, now part of Antinori. Directly comparable in appellations, premium portfolio structure, and global distribution reach.
• Vietti: Historic Piedmont producer (now part of Krause Holdings) making Barolo, Barbaresco, Barbera, and Arneis from estate vineyards. Comparable in family-heritage story, multi-cru portfolio, and global premium wine distribution.
• Michele Chiarlo: Piedmont winery specializing in Barolo, Barbera d'Asti (Nizza), and Gavi from owned vineyards across Monferrato and Langhe. Directly comparable in appellations covered, estate ownership model, and HORECA focus.
• Ceretto: Family-owned Barolo/Barbaresco producer with vineyards across the Langhe. Comparable in estate-owned production, premium positioning, and wine tourism focus (including the Cube wine experience).
• Bruno Giacosa: Family-run Piedmont producer famous for single-vineyard Barolo and Barbaresco from leased and owned vineyards. Comparable in estate-driven Barolo focus, premium tiering, and reliance on iconic crus.
• Marchesi di Barolo: Historic Piedmont winery producing Barolo and other DOCG wines from estate vineyards. Closely comparable in heritage (founded 19th century), geographic focus, multi-appellation portfolio, and tiered premium positioning.
• Fontanafredda: One of the largest Barolo producers, founded 1858, with extensive estate vineyards across Langhe. Closely comparable in scale (large Piedmont estate), production volume, and tiered product range including premium and entry wines.
• Pio Cesare: Family-owned Alba-based winery with 130+ years of history producing Barolo, Barbaresco, and Barbera. Comparable in heritage scale, international distribution, and premium Italian restaurant partnerships.

Broad incumbents

• Antinori: One of Italy's largest and oldest wine families, owning multiple estates across Tuscany and Piedmont (including Prunotto and Tormaresca). Comparable as a broad Italian wine incumbent with premium positioning and global distribution, though operating at significantly larger scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/Bersanovini
• LinkedInlinkedin.com/company/bersano1907
• Instagraminstagram.com/bersanowinery
• Xx.com/BERSANO1907

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Bersano