Az Agr Giovanni Rosso is a family-owned estate who have been growing grapes in the Comune of Serralunga d'Alba since the 1890's, including the Crus of Cerretta and Serra. During the 1980's, Giovanni Rosso restructured the vineyards with the aim of producing the best possible wines, and in 2001, Giovanni's son Davide took charge of winemaking, following his own mantra "wine should be a perfect copy of its terroir".