{"id":274669,"date":"2025-01-23T14:14:42","date_gmt":"2025-01-23T13:14:42","guid":{"rendered":"https:\/\/langhe.net\/274669\/piedmont-always-focus-arturo-bersano\/"},"modified":"2025-01-23T15:13:42","modified_gmt":"2025-01-23T14:13:42","slug":"piedmont-always-focus-arturo-bersano","status":"publish","type":"post","link":"https:\/\/langhe.net\/en\/274669\/piedmont-always-focus-arturo-bersano\/","title":{"rendered":"Piedmont, always. A focus on Arturo Bersano"},"content":{"rendered":"\n

There are some figures whose eclectic<\/strong> and innovative spirit<\/strong> transcends time and place, leaving a recognizable trace of their work in future generations.<\/p>\n\n

Such is the case with Arturo Bersano<\/strong> (known to most as Bersano), a prominent figure for wine and fine-drinking enthusiasts, although not everyone knows how he has valorized<\/strong> Piedmont wines<\/a> and their connection to their territory of origin.<\/p>\n\n

Who, then, was Arturo Bersano? I think it is worthwhile to delve into the history of this extraordinary character<\/strong>, and to tell the story of the impact he left on wine culture<\/strong>. <\/p>\n\n

The historical and territorial context<\/h2>\n\n

The name Bersano is linked to an emblematic territory<\/strong>: that of production of Barbera d’Asti<\/a>, one of Piedmont’s iconic grape varieties. <\/p>\n\n

Its roots lie in Nizza Monferrato<\/strong>, the beating heart of the area of the same name, where it was born in 1900.<\/p>\n\n

At that time, the town had a population of about 9,800, a figure slightly lower than today, and its economy was largely based on wine production<\/strong> and trade<\/strong>, as well as the activity of industries related to the processing of agricultural products.<\/p>\n\n

1907 marked the founding of the winery by Giuseppe Francesco Bersano<\/strong>, Arturo’s father and a butcher by trade with a strong passion for wine.<\/p>\n\n

\"Bersano
Cremosina farmstead in Nizza Monferrato<\/figcaption><\/figure>\n\n

Bersano’s was a winery like many others, family-run<\/strong>, at a time of major socio-economic transformations, when wine was produced partly for home consumption<\/strong>, while surplus grapes reached the large marketplaces of nearby local markets.<\/p>\n\n

Early approaches to viticulture<\/h2>\n\n

Arturo inherited from his father a love of the land<\/strong> and of grape growing<\/strong>, but what made him unforgettable was his ability to look to the future with a modern and innovative vision<\/strong>.<\/p>\n\n

After earning a law degree<\/strong>, he chose to devote himself entirely to viticulture<\/strong>, with the intention of elevating the quality and fame of Piedmont wines.<\/p>\n\n

As he himself recounts, he climbed onto the cask<\/strong> in his father’s cellar and dropped the Pandette (the law texts used for study) inside, seeing them, without remorse, get lost in the vat: <\/p>\n\n

\n

Act not to drown the judge, but to let the heart speak<\/p>\nArturo bersano<\/cite><\/blockquote>\n\n

So it was that, in 1935, Arturo took over the management of the historic Cantina Bersano winery<\/strong>, which at the time was based at the Cascina Cremosina<\/strong>, purchased by the Bersano family in 1912, transforming it into one of Piedmont’s most highly regarded wineries. <\/p>\n\n

Farmhouse, wine and territory<\/h2>\n\n

For Bersano, the farmstead<\/strong> was not only the symbol of Piedmont’s agricultural tradition, but the starting point for producing good wine<\/strong>. Even today, much of the winery’s vineyards stretch around eight historic estates<\/strong>, acquired over the years and located between the Langhe<\/strong> and Monferrato<\/strong>. <\/p>\n\n

Arturo maintained that although excellent wines can be found on the market, nothing can match the authenticity and quality that come from absolute control of the supply chain<\/strong>, a result possible only through meticulous work that begins in the vineyard and is completed in the bottle. <\/p>\n\n

Hence his maxims<\/strong>:<\/p>\n\n

\n

If you want to drink well, buy a vineyard.If you want to drink well, drink a Bersano.<\/p>\nArturo bersano<\/cite><\/blockquote>\n\n

Arturo was a pioneer in the introduction of modern winemaking techniques<\/strong> and a master in enhancing the link between wine and terroir<\/strong>, anticipating fundamental concepts such as terroir<\/strong>.<\/p>\n\n

Building on these principles, he helped rediscover native grape varieties such as barbera<\/strong>, nebbiolo<\/strong> and the sweet aromatics brachetto<\/strong> and moscato<\/a>, helping to lay the foundation for the establishment of the controlled designation of origin<\/strong> for Piedmont wines.<\/p>\n\n

The man beyond the producer<\/h2>\n\n

To describe Arturo Bersano in his entirety is a challenge<\/strong>: wine was the center of his existence, transcending the mere marketing of his brand.<\/p>\n\n

\"The
Arturo Bersano<\/figcaption><\/figure>\n\n

He was cultured<\/strong>, creative, eclectic, a storyteller of peasant labors, and a lover of good company<\/strong> (he founded in 1968 the Confraternity of Bagna Cauda, a goliardic association established for the purpose of safeguarding the ancient convivial traditions of Piedmont and good food).<\/p>\n\n

Aware of the risk that time might cause what was being established in those years to fade or be undermined, Arturo also became a communicator<\/strong>. <\/p>\n\n

With his storytelling skills<\/strong> he was a modern promoter and spokesman for his host territory.<\/p>\n\n

His project came to life with the creation of the Farmers’ Museum<\/strong> and the Collection of Wine Prints<\/strong>, two places that still tell the story and culture of wine.<\/p>\n\n

The Farmers’ Museum<\/strong>, conceived in 1950 and opened in 1961<\/strong>, is a unique wine and ethnographic museum that celebrates the farming tradition<\/strong> and the art of viticulture<\/strong>. <\/p>\n\n

\"Museum
The Collection of Wine Prints in the historic headquarters of Bersano Wineries.<\/figcaption><\/figure>\n\n

The Collection of Oenological Prints<\/strong>, established in 1970<\/strong>, finds space in the refined Art Nouveau building<\/strong> that was once the home of the Bersano family. Here wine becomes the protagonist of a dialogue with art<\/strong>, interweaving with painting, poetry, graphics and rare texts, demonstrating its ability to inspire and enrich different cultural expressions. <\/p>\n\n

Bersano today<\/h2>\n\n

With Arturo’s passing, the leadership of the company passed to the Massimelli and Soave families<\/strong> in 1985. <\/p>\n\n

They are the ones to strengthen the company’s assets<\/strong>, expanding the network of farmsteads with the acquisition of Generala<\/strong> in Agliano Terme and the San Pietro<\/strong> estate in Castagnole Monferrato, alongside Arturo’s historic Cremosina<\/strong> and Badarina<\/strong>, the mainstay of the start-up of Barolo<\/a> production.<\/p>\n\n

\"Massimelli
The Massimelli sisters, now leading the company.<\/figcaption><\/figure>\n\n

Today the property is wholly owned by the four Massimelli sisters<\/strong>, with Federica at the helm, joined by her son. <\/p>\n\n

The winery manages 230 hectares of vineyards<\/strong>, following each stage of production with care and dedication, in line with Arturo’s vision and his guiding principles.<\/p>\n\n

The Historic Bersano Cellars can be visited<\/a> daily<\/strong> except Mondays, Sundays and holidays, with hours 9 a.m.-1 p.m. and 2-6 p.m. Reservations are required<\/strong>.<\/p>\n","protected":false},"excerpt":{"rendered":"

Educated, creative, eclectic, and a storyteller of peasant labors, Arturo Bersano has enhanced Piedmontese wines and their connection to their territory of origin.<\/p>\n","protected":false},"author":1255,"featured_media":259272,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[1209],"tags":[],"lgarea":[705],"class_list":["post-274669","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-art-culture","lgarea-asti-langa-en"],"yoast_head":"\nPiedmont, always. 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