Grandfather Giuseppe arrived in La Morra in 1948; the Altare family was originally from Dogliani, although ancient papers and wills, translated by a relative archpriest, tell of a vaguely Jewish stock from Palestine. Giuseppe bought the farmstead at La Morra, about 5 hectares, some Nebbiolo, Barbera and Dolcetto vines and then lots of hazelnuts, peaches and apples; at that time, orchards yielded more than vineyards.
These were not easy times, given the crisis that had been going on for years, so it was for this reason that Elio and other friends decided to get to know other winemakers across the border to try to capture their success. The first trip to Burgundy, in January 1976, was a thunderbolt. Having returned convinced of the need to change 'first of all our heads', but also the way of cultivating vines and producing and selling wine, Elio decided to start experimenting with other ways as an alternative to the traditional ones. So he helped himself to a chainsaw, which he wielded like a sword with gritty determination: first in the orchard cutting down the plants and then in the cellar reducing the old, large barrels to firewood to make room for the first new barriques.
His father, Giovanni, did not understand those drastic choices and retired silently. According to him, that son had broken the whole world he created and was unworthy of his vineyards; Giovanni died in 1985, disinheriting him. This choice forced Elio to buy back the land and the wine from his brother and sisters, who had decided not to continue with the company.
Elio was determined to change course to give another interpretation to the wine, favouring elegance, finesse and balance, following a severe work in the vineyard. In addition, he adopted new techniques of vinification and refinement aimed at exalting the vine and the terroir. As a result, he still stubbornly pursues his dream. The small company size still allows for a simple, family-run business. Under Elio's constant supervision, the company currently consists of about 10 hectares, and the average annual production is about 70,000 bottles.