Pertinace as a place name is a thousand years old. The winery is located in Pertinace in Treiso, Piedmont, one of the four villages in the Langhe famous for the production of Barbaresco DOCG. However, it is also known as the birthplace of Publio Elvio Pertinace, valorous soldier and Roman Emperor, who was born here in 126 A.D.
Traits of the great emperor are evident in the character of those who live and work at Cantina Pertinace today – tenacity, a love of the land worked every day, perseverance in winning over new markets and countries, and the importance placed on tradition in wine making are the hallmarks of an enterprise that is a modern, successful business model.
Founded in 1973 by Mario Barbero, the Winery was a winegrowers cooperative of thirteen members from the Treiso area. Their innovative, ground-breaking idea was to create a business that could first grow superior grapes and then put a great new brand onto the market, with one eye on quality and the other on the tastes of the evolved consumer
They decided to concentrate of Nebbiolo grapes to make high quality Barbaresco, bottling and marketing it under the name Cantina Vignaioli Elvio Pertinace. A constant increase in production and sales led to the winery buildings being enlarged and equipped with state of the art technology in the Eighties, followed by a packaging department in the Nineties.
In 2014 a new building was opened, housing the administration and commercial offices, a new bottling area and more space for warehousing and refining wine in bottles. The original buildings, the heart and hub of the winery, are used to give more room to the ageing department.
The name of the winery was changed to Cantina Pertinace, and its products crossed the frontiers of Italy and Europe to reach the markets in the USA. South Korea, Hong Kong, Japan and Canada. Brazil and Colombia have recently joined the countries making up Pertinace’s traditional export market, a sign of a lively market and a growing appreciation for value for money quality wines also in emerging markets.
In January 2016, the number of members of Cantina Pertinace increased to 17, with a total of 90 hectares under vines (mainly Nebbiolo, but also Dolcetto, Barbera d’Alba, Moscato and Chardonnay) and production of 650,000 bottles. Since 1973, the winery has never stopped developing and growing.