In 1923, the renowned wine-maker, Alfredo Prunotto, took over the Cantina Sociale "Vini delle Langhe" in Alba which, right after the First World War, had fallen on difficult times. Thanks to Alfredo and his wife's great passion, the Prunotto winery soon became famous, exporting its wines throughout the world. In 1956, Prunotto retired from business and sold the company to wine-maker and friend Beppe Colla. In 1972, the business grew and moved to the present headquarters just outside Alba. The company was taken over in 1989 by the Tuscan winery Antinori which first took care of distribution and later (in 1995 when the Colla brothers retired) production, keeping up the excellent level of quality so sought after by Alfredo Prunotto.