The print run is the same as the number of bottles produced, and the first hundred labels are signed by the Artist. Each work is only used once, just for the wine of that vintage. Since the presentation of the 1982 Barolo Villero in 1988, the artist’s labels have been dedicated exclusively to the wines grown on this great vineyard.

Alfredo Currado tells the story: “The idea was conceived in the company of a group of friends one winter’s evening around a bottle of Barolo Rocche. Some of them were artists, and while we tasted a few bottles they were fired with enthusiasm just on seeing the colour of the wine in the glass. They said wines like these deserved to be graced with labels unlike any other: labels designed by Artists. In the excitement of the moment we drew up a list of Artists, and the following day what had seemed to be a fanciful idea began to take shape”.