Some businesses are born to be ahead of their time, and Cantina della Serra is one of them. In the early1950s it offered an alternative to industrial production, in the 21st century it has shown its eco-friendly commitment to reduce greenhouse gases by converting to photovoltaics and organic farming. Today the cellar represents 230 members who grow erbaluce, nebbiolo, barbera, freisa, croatina and neretto grapes over an area of 150 hectares. It produces a million bottles a year under 20 labels, Erbaluce first and foremost: Metodo Tradizione Serra Classic DOCG (30 months on the lees), Erbaluce 60 (aged in steel), Studio 44 (cold-pressing and ageing in steel) and Larol (aged 12 months in wood barrels). The reds feature not only excellent Canavese Barbera and Canavese Rosso, but also a noteworthy Canavese Nebbiolo Tupiél (aged for two years in small and medium casks). Last but not least come Caluso Passito (aged five years in oak barrels) and Passito Riserva (aged seven years in oak barrels and one year in the bottle). The wines are sold both online and at the cellar, open from Monday to Friday from 9am to 12.30 noon and 3.30pm-7pm, and also on the first Sunday of the month.