The Marchese Mario Incisa della Rocchetta had three passions throughout his life; Wine, racehorses and birdwatching. The first of these loves was wine. In the 1920s he began a plan to create a 'thouroughbred' wine, which for him would ideally have similar qualities to red Bordeaux. He settled with his wife in Tenuta San Guido and in the '40s began experimenting with cuttings from French vines, particularly Cabernet Sauvignon. These wines were a break from tradition in the region famed for Sangiovese and Nebbiolo, but success and continual improvement in private tastings encouraged a public release. The wine was welcomed like a Premier Cru from Bordeaux!