In 1904, the Cantina Sociale "Ai Vini delle Langhe" was founded in the council chamber of the municipality of Serralunga, in the presence of the notary Giacomo Oddero and the young head Alfredo Prunotto. Among the participants in the act of incorporation were personalities who had left their mark on the history of Alba and the communes of the Langhe, as well as many small producers in the area. A few years later, in 1922, the winery began to have serious economic problems and was put into liquidation. The young Alfredo Prunotto, recently married to his wife Luigina, bought it. Within a few years the winery, thanks to the passion of the two young people, soon became famous and began to export Barolo and Barbaresco throughout the world. In 1972, Ugo della Piana, an architect of Langhe origin, designed the new winery, which was to be built near Alba, where the company's headquarters are still located today. The last stage in the history of Prunotto dates back to 1989, the year in which the Antinori family began its collaboration with the company, initially dealing with distribution and then, in 1994, with the retirement of the Colla brothers, also with production. Today the estate extends over about 65 hectares, with vineyards in the best wine-producing areas of the region, from the Langhe to Monferrato.