What Marcarini does

Poderi Marcarini is a sixth-generation family-owned winery headquartered in La Morra, in Italy's Piedmont region, producing premium Barolo and other Piedmontese DOC/DOCG wines from 25 hectares of estate-owned vineyards in the Langhe and Roero areas. The portfolio centers on Barolo wines from prestigious cru vineyards — Brunate and La Serra in La Morra, Sargentin in Neviglie, and Muschiavino in Montaldo Roero — alongside Langhe Nebbiolo, Barbera d'Alba, Dolcetto d'Alba (including a rare pre-phylloxera cuvée from century-old ungrafted vines at Boschi di Berri), Roero Arneis, Moscato d'Asti, and Barolo Chinato. Winemaking relies on traditional Piedmontese methods, notably the cappello sommerso (submerged cap) maceration technique lasting 40 to over 100 days for Barolo, manual harvesting, traditional pruning, organic fertilization, and aging in cellars housed within an 18th-century building abutting a medieval tower.

The company operates a multi-channel go-to-market model. Direct-to-consumer sales run through its own e-commerce platform (marcarini.it) with free shipping over €250 and 3–4 day delivery across Italy, and through a Wine Shop opened in 2013 in La Morra's historic center (Via Umberto I, 34). International sales are handled through a global distributor network. Ancillary revenue comes from paid wine tourism (guided cellar tours and tastings priced at €10 for a five-wine tasting) and an agriturismo (18th-century restored farmhouse accommodation). Pricing spans €13.50 for entry-level DOC wines up to €73 for the flagship Barolo Brunate DOCG. Distribution channels, pricing, and certifications (SQNPI sustainable production, EU Green & Circular Wine project funding) confirm a vertically integrated estate-winery model serving discerning wine consumers, collectors, on-trade accounts, and wine tourists.

Ownership rests with husband-and-wife co-founders Manuel Marchetti and Luisa Bava (née Marcarini), who established the modern entity in 1990; their three children Andrea, Chiara, and Elisa have now joined the business, representing the generational succession. No external institutional investors, parent company, or public listing are present. Critical recognition comes from Gambero Rosso, Wine Spectator, James Suckling, Jancis Robinson, and Gardini Notes. The estate sits within the Langhe-Roero UNESCO World Heritage Site designated in 2014.

Name

Marcarini

Legal name

Azienda Agricola Poderi Marcarini di Bava Luisa e C. SSA

Website

https://marcarini.it

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

11–50 employees

Short description

Poderi Marcarini is a sixth-generation, family-owned Piedmontese winery producing premium Barolo and DOC/DOCG wines from 25 hectares in La Morra, sold direct-to-consumer, via an international distributor network, and through wine tourism and agriturismo.

Ownership category

akta.pro rank

Product category

Premium Wine Production

NAICS

Wineries (312130), Wineries (31213), Grape Vineyards (111332), Drinking Places (Alcoholic Beverages) (72241)

SIC

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

akta.pro primary industry

Wine Production & Winemaking (AFAFAAAB)

akta.pro secondary industries

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

Keywords

• Premium Barolo wines
• Piedmontese DOCG wines
• Traditional winemaking
• Wine tourism tastings
• Family winery La Morra

Headquarters

HQ city

La Morra

HQ country

Italy

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Wine Sales (E-commerce): Online sales of wines and typical Langhe products through their proprietary e-commerce platform, offering wines at same prices as their physical Wine Shop, with free shipping over €250 and 3-4 day delivery across Italy.
2. Wine Tourism and Tastings: Revenue from winery tours, private tastings, and cellar visits at the Wine Shop in La Morra's historic center (operating since 2013).
3. Wholesale/Distribution: Sales through international distributor network worldwide.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels4 records

Core offering

Poderi Marcarini is a sixth-generation family-owned estate winery in La Morra, Piedmont, that produces and sells premium traditional Piedmontese wines - principally Barolo DOCG from prestigious crus (Brunate, La Serra), alongside Langhe Nebbiolo, Barbera d'Alba, Dolcetto d'Alba (including a rare pre-phylloxera wine), Roero Arneis, Moscato d'Asti, and Barolo Chinato. Wines are sold directly to consumers through the estate's own e-commerce platform and physical Wine Shop, through international distributors, and through on-site winery tours and tastings.

Product overview

Poderi Marcarini is a sixth-generation family winery producing premium Piedmontese wines. The product portfolio centers on Barolo wines from prestigious cru vineyards (Brunate, La Serra) alongside a full range of DOC/DOCG wines including Langhe Nebbiolo, Barbera d'Alba, Dolcetto d'Alba (including rare pre-phylloxera wines), Roero Arneis, and Moscato d'Asti. The company also operates a Wine Shop e-commerce platform for direct sales and offers winery tours with tastings at their La Morra location. An agriturismo provides accommodation among the vineyards. The wines are produced using traditional methods including submerged cap maceration and aged in historic cellars dating to the 18th century.

Differentiator

Problem solved

Functional benefit

Products and services

• Barolo Brunate DOCG Premium Barolo DOCG wine from the Brunate cru, recognized as one of the Langhe's most important vineyard areas since the 1300s. Made from Nebbiolo grapes using the traditional submerged-cap (cappello sommerso) maceration technique. Targeted at discerning wine consumers and collectors seeking traditional Barolo with prestigious provenance.
• Barolo La Serra DOCG Barolo DOCG from the La Serra historic area with soils poor in organic substances but rich in mineral salts and microelements, producing wines of good color, structure, and flavor. Made from Nebbiolo grapes with traditional winemaking methods.
• Barolo del Comune di La Morra DOCG Barolo DOCG representing the soils of the Tortonian area of La Morra, produced since 2015 with the new family generation to emphasize elegance and approachability.
• Langhe Nebbiolo DOC Lasarin Langhe Nebbiolo DOC from the youngest Nebbiolo vineyards and Neviglie, combining noble heritage with a fresh, easy-drinking character. A more accessible entry-point wine for consumers exploring Nebbiolo.
• Barbera d'Alba DOC Ciabot Camerano Barbera d'Alba DOC from an ancient autochthonous variety of southwest Piedmont, cultivated in the sunniest vineyards. A traditional Piedmontese red wine for everyday enjoyment.
• Dolcetto d'Alba DOC Boschi di Berri Pre-fillossera Unique Dolcetto d'Alba DOC from century-old ungrafted vines saved from phylloxera due to partially sandy soil and particular microclimate - a rare and emblematic pre-phylloxera wine.
• Dolcetto d'Alba DOC Fontanazza Daily drinking Dolcetto d'Alba DOC from the Langhe hills of La Morra, a traditional easy-drinking wine linked to the terroir and microclimate.
• Roero Arneis DOCG Dry white Roero Arneis DOCG, included in the Marcarini portfolio to maintain and revalue the Piedmontese white-wine tradition.
• Moscato d'Asti DOCG Extraordinary sweet-aromatic, slightly sparkling dessert wine made from ancient Moscato bianco del Piemonte grapes cultivated in the Cascina Sargentin vineyards.
• Barolo Chinato Digestive and dessert aromatized wine made from the infusion of China Calissaya bark and Alpine aromatic herbs in aged Barolo wine, using an ancient family recipe preserved by ancestors. Available in 375ml and 750ml formats.
• Winery Tours and Tastings Private guided tours through the historic 18th-century cellars with personalized wine tastings, available at the Wine Shop in La Morra's historic center since 2013. Targeted at wine tourists and enthusiasts visiting the Langhe region.
• Agriturismo Marcarini Accommodation Restored 18th-century farmhouse accommodation situated among vineyards, hazelnut groves, and woods near Alba, providing a strategic base for exploring Piedmont. Targeted at wine tourists and leisure travelers.

Quantifiable outcome

• 100+ years of winemaking tradition in La Morra
• +2 more outcomes

Named customers3 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

Feature3 records

Scale indicators4 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Elvio Cogno: Family winery in La Morra with traditional Barolo focus and historical link to the Marcarini family (Elvio Cogno was Giuseppe Marcarini's enologist partner in the 1960s Cogno-Marcarini brand).
• Vietti: Piedmont winery with strong Barolo/Roero portfolio and estate vineyards. Comparable in premium Barolo positioning and DOCG certification, though now owned by Krause Holdings.
• G.D. Vajra: Family-run Barolo producer in Barolo/La Morra with Barolo DOCG focus, organic viticulture, and direct-to-consumer emphasis - comparable in size, family ownership, and Barolo-led traditional portfolio.
• Bruno Giacosa: Historic family-run Barolo/Barbaresco producer in Piedmont with similar traditional winemaking philosophy and estate vineyards in La Morra. Closest comparable by heritage, size profile, and Barolo-centric portfolio.
• Giacomo Conterno: Family-owned Piedmont winery producing premium Barolo from estate cru vineyards, with a strong emphasis on traditional extended maceration - directly comparable in production philosophy and premium pricing.
• Giuseppe Mascarello: Fifth-generation family Barolo producer in Monforte/Castiglione Falletto with DOCG holdings and traditional winemaking. Comparable by heritage, family ownership, and traditional Barolo positioning.
• Damilano: Family Barolo producer (est. 1890) with historic cellars in La Morra/Barolo and traditional portfolio - comparable by heritage, location, and traditional Barolo positioning.
• Pio Cesare: Family-owned Piedmont winery established 1881 producing Barolo/Barbaresco and traditional Piedmont varietals with international distribution - comparable in family heritage, premium positioning, and global GTM.
• Marchesi di Barolo: Historic Barolo producer in the Langhe with cellar-based wine tourism and a broad DOCG portfolio - comparable in tourism focus and traditional Piedmontese winemaking heritage.
• Ceretto: Piedmont family estate producing Barolo/Barbaresco with significant investment in wine tourism and hospitality (including the cube-shaped contemporary winery at Brunate cru) - directly comparable to Marcarini's tourism ambitions in the same La Morra area.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/poderimarcarini
• Instagraminstagram.com/poderimarcarini/?hl=it
• LinkedInlinkedin.com/company/marcarini

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

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 Marcarini