In the 50s Luigi Pira decided to focus on grapes and wine, in the following decades he sold grapes and open wine to the biggest wineries in the area of Alba which sought after high-quality products from Serralunga d'Alba.
It was the first step towards its own production, which was impressed on this earth and able to give great red wines, Barolo above all. In the early 90s Gianpaolo, Luigi's son started to take part in the winery management, and the wine quality became the key factor. Today Gianpaolo is flanked by his brothers Romolo and Claudio.
All the wine that comes from the historical vines of the family is bottled, the Nebbiolo grapes destined for the production of Barolo which come from the crus are processed separately for Barolo Vigna Marenca, Barolo Vigna Margheria, Barolo Vignarionda, and Barolo Serralunga.

Over the last few years, the winery has focused on two main aspects: on the one hand, they have bet on a wine that reflects the grape quality attained thanks to the special characteristics of the hills of Serralunga d'Alba, in the very heart of the Barolo district. On the other hand, they have developed their marketing potential based on quality with the collaboration of Marc De Grazia. The market has rewarded this approach, especially in Europe and North America.
Ties with the territory, quality, and selection: this is the Barolo by Cantina Pira Luigi in Serralunga d'Alba.
The slightly wilt-floral and leafy aroma of predominantly red berries with dried vegetal nuances and a hint of tar. Clear, ripe, juicy fruit with cocoa notes, tobacco, and a little coffee, crumbly, sandy, youthful tannin, certain power, good persistence, candied-nutty aromas in the background, ethereal nuances, going in the direction of pepper, persistent, good depth, quite clearly mineral tones, has power but also cooling elements, becomes more and more complex, still young, very good, firm finish with bite.