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".
In 2010 the prized Serralunga d'Alba Cru vineyard, Vigna Rionda, was inherited from Davide's cousin, Tommaso Canale. Davide replanted three-quarters to nebbiolo, the remaining quarter being magnificent old vine nebbiolo, planted in 1946. Davide makes two wines, both named in honour of his mother, Ester Canale: the Nebbiolo Langhe Rosso (young vine) and the Barolo Vigna Rionda Rosso (old vine). In 2016 Davide purchased a small plot at 750 m.a.s.l on Mt Etna, close to the village of Solicchiata, in Passopisciaro with 4.5 Ha planted to nerello mascalese and 1.5 Ha of carricente, farmed organically.