Ugo Baolocco

Wine Producer in San Marzano Oliveto

Business Hours

8:00 → 12:30
14:00 → 18:00

Closing Day


The Ugo Balocco company is located in San Marzano Oliveto, a small village of about 1,000 inhabitants, dominated by the medieval Asinari Castle of San Marzano.

The winery stands on one of the most beautiful hills of Monferrato. From this position it is possible to catch a glimpse of the outlines of the neighbouring villages perched on the soft hills and the Alpine arc, which on clear autumn days offers one of the most evocative and colourful panoramas of Piedmont.

A Family Business

All aspects of the company are overseen by the family and the labels are the classic wines of the area: Barbera d’Asti, Dolcetto and Moscato. The novelty for autumn 2022 concerns Nizza DOCG, produced exclusively in certain municipalities in the province of Asti bordering the municipality of Nizza Monferrato.

The work is carried out with the utmost respect for nature: quality is already sought in the vineyard through its care and carefully selecting the grapes: thanks to the knowledge of each production area, it has been understood over time what each vineyard has to offer.

Spring 2023’s Green News

From spring 2023, a recharging station for electric cars and motorbikes will be available to guests, demonstrating the company’s focus on going green.

Promoting the Italian Quality Wine Sector

Ugo Balocco is a member winery of Fivi, Federazione Italiana Vignaioli Indipendenti (Italian Federation of Independent Winegrowers).

It is an association that puts the winemaker at the center, because he represents the entire supply chain: from the deep bond with the territory, of which he feels the guardian, to the glass, of which he is the guarantor in a direct relationship with the end consumer.

A story that
begins in 1957

in San Marzano Oliveto

A family-run winery that has been producing the best Monferrato wines for generations

The company was founded in the mid-1960s thanks to the efforts of Ugo Balocco.

Still actively involved in the winery today, however, it is his family that has learned from the founder's teachings and follows all aspects of production.

Three generations have marked the history of this Monferrato business, initially known for its apple production, when wine was still a marginal production, mainly marketed in demijohns.

In 2017, Ugo decides to retire to the countryside and the company is then faced with a crossroads, either cease operations or invest, restructure and modernize.

This is a major revolution-evolution involving every aspect of production, from the renovation of the winery, the equipments and the vineyards.

The idea, therefore, is to maintain the hard core of customers still tied to bulk purchasing, but moving more towards bottles, increasing production, renewing the packaging and adding high-end wines.

The company then reached its current size and production with the aim of offering quality wines that are an example of territorial enhancement.

The Wines

Labels are not just illustrations, but memories of childhood and moments in the past

The Types of Barbera d’Asti DOCG

Barbera d’Asti DOCG represents one of the principal wines of this area and is at the heart of Luca‘s project.

It is available in the two traditional types and in the superior version Fredo, a special dedication to grandfather Alfredo, the star product from a single vineyard with vines over 70 years old.

The Barbera d’Asti DOCG Sentiero, whose name derives from the little road that divides the vineyard in half, first matures in steel on its lees, with periodic battonage, and then for 12 months in barriques.

Traditional Barbera d’Asti DOCG is made from pure Barbera grapes from two vineyards that differ in age and exposure. The grapes are vinified separately and only after ageing in stainless steel tanks is the blend made.

The Other Reds in the Production

The Monferrato DOC Dolcetto, an austere and elegant wine, and the Nizza DOCG Giulio, dedicated to Luca’s son, deserve an important mention.

The latter is made from pure Barbera grapes grown in a few communes and aged for a minimum of 18 months, 6 of which in wood.

White Wines: Moscato d’Asti and Moscato Secco

Moscato d’Asti DOCG Canelli is a wine that the winery likes to describe as intuitive because of its direct link with the territory of origin: it is the ideal companion for desserts at the end of meals, toasts and moments of celebration, as well as an aperitif.

Controverso, aged in steel and Pina, aged in oak barrels, represent two types of Moscato Secco (dry), made from 100% Muscat grapes: their peculiarity lies in being made from grapes usually used to produce sweet wines.

The Pina version, as a tribute to his maternal grandmother, is vinified in barriques, matures on the noble lees for six months before resting for a year in the bottle.

Controverso, on the other hand, is refined in stainless steel and matures on the lees for five months to obtain an aromatic, balanced and intriguing wine.

These are also products to be discovered for their versatility: ideal for aperitifs, medium-aged cheeses, fish and simple first courses.

Muscat grapes are also used to produce the white wine Tardus, made from overripe grapes.

The process involves drying the grapes attacked by a noble rot that gives the grapes a golden yellow colour. Once pressed, they express scents of candied fruit and unique aromas.

It is a wine suitable for interesting pairings: hazelnut or dry pastry desserts and mature cheeses. It is ideal as a meditation wine.

Moscato Spirit

This is a distillate of Moscato grape must, skilfully obtained through the traditional Piedmontese bain-marie method to obtain a fragrant, soft and perfumed product.

Produced Wines

Vino Bianco Controverso
Vino Bianco Pina
Vino Bianco White Emotion
Monferrato DOC Dolcetto
Barbera d'Asti DOCG
Barbera d'Asti DOCG Il Sentiero
Barbera d'Asti Superiore DOCG Fredo
Nizza DOCG Giulio
Moscato d'Asti DOCG Alda
Vino Bianco di Uve Stramatura Tardus
Grappa di Barbera
Acquavite di Uva Moscato

Vineyards Extension

12 Ha

N° of Bottles


Vineyards Location

San Marzano Oliveto

Agricultural Method


Visits & Tastings

Reservation is compulsory and allows for better organisation of the reception

2020 is the year of the renovation of the cellar, which dates back to 1901 and is located inside a mid-19th century building.

The family has chosen to maintain the original appearance internally to allow the visitor to have an authentic experience that respects the links with the past: exposed bricks, barrel vaults, interlocking Langa stones without forgetting practical and functional aspects.

The Visit and Tasting

Upon request and weather permitting, it is possible to organize a short walk in the vineyard between the Barbera and Moscato rows adjacent to the winery: all aspects related to the terroir, climate, exposure and the processing cycle in the vineyard are introduced, with answers to any requests for further information.

This is followed by a tour through the vinification and aging rooms to know every step: from the moment the grapes arrive in the yard, well protected in the perforated boxes, to bottling and labelling.

Types of Tasting

Discovery Tasting → 10€/person

The tasting includes three types of wine: Moscato, Monferrato DOC Dolcetto and Barbera d’Asti DOCG

The Four Superiors → 15€/person

This is a special experience that guides guests to discover the winery’s flagship wines: Barbera d’Asti DOCG Fredo, Moscato Secco Pina, Moscato d’Asti DOCG Canelli Pina, Nizza DOCG Giulio.

Both types of tasting include samples of typical local products and the three different types of hazelnuts, roasted, sweetened or salted, produced by the company.


max 8 people

Visit Duration




Tasting Price

Starting at 10€

Prices & Services

Possibility of direct purchase and shipment to the requested destination

Prices in the Cellar

  • Vino Bianco Controverso  7,00€
  • Vino Bianco Pina  16,00€
  • Vino Bianco White Emotion
  • Monferrato DOC Dolcetto 2021  7,00€
  • Barbera d'Asti DOCG 2020  7,00€
  • Barbera d'Asti DOCG 2018, 1,5 lt  22,00€
  • Barbera d'Asti DOCG 2021, 3 lt  50,00€
  • Barbera d'Asti DOCG Il Sentiero 2018  9,00€
  • Barbera d'Asti Sup. DOCG Fredo 2019  15,00€
  • Barbera d'Asti Sup. DOCG Fredo 2019, 1,5 lt  30,00€
  • Barbera d'Asti Sup. DOCG Fredo 2019, 3 lt →60,00€
  • Nizza DOCG Giulio
  • Moscato d'Asti DOCG Canelli Alda 2021  9,00€
  • Vino Bianco di Uve Stramatura Tardus  20,00€
  • Grappa di Barbera 40% vol.  19,00€
  • Acquavite di Uva Moscato 40% vol.  17,00€

Piedmont IGP Hazelnuts

  • Roasted 250 gr 7,00€
  • Salted 250 gr 7,00€
  • Sweetened 250 gr 7,00€


Air Conditioning Pets Allowed Terrace Direct Sales WiFi Kids Games / Playground Parking Lot Garden Private Park

Accepted Payments

Visa / Cartasi Mastercard American Express ATM / Bancomat Satispay Bank Transfer Cash

Ugo Balocco

Ugo Balocco Az. Agricola, Regione Marziano, San Marzano Oliveto, AT, Italia
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