The Spirit of the Langhe
Francesco Capetta was born in Castiglione Tinella. He is the son of peasant farmers who were humble and industrious and for centuries transformed the Langhe into fertile and lush soil through painstaking effort and daily struggle. The Langhe also nurtured in him an entrepreneurial spirit that from an early age would allow him to understand and foresee the transformations that were taking place.
Francesco purchases an old farmhouse just outside of Santo Stefano Belbo. It is the core of what will go on to become the headquarters of the Capetta company.
Under the Family Name
Francesco Capetta begins to sell wine in bulk, demijohns and two-liter bottles.
The company's first modern sparkling wine system is installed. Producing sparkling wine in temperature controlled autoclaves at that time was innovative representing an important step in the pursuit of the best available production technologies. This would become a continuing theme in the Capetta story.
Pioneers of New Technologies
A New Sales Network
Capetta begins to expand into the markets of Piedmont, Liguria, and Lombardy, creating a widespread sales network. Having started with large bottles, the company begins selling 750ml bottles.
Consumer satisfaction and confidence in Capetta wines grows as do sales. The company consolidates and begins plans to sell its brand through modern distribution channels. It begins in Milan and then expands throughout Italy.
The Great Flood
This is the most difficult and traumatic years for the company in Santo Stefano Belbo. Incessant rains swell the Tanaro and its tributaries. On the night of 4-5 November, the Belbo, a tributary of the Tanaro, violently breaks its banks in a manner never before witnessed destroying almost the entire production area and most of the bottles stored in the warehouses. Everything seems lost, but Francesco rolls up his sleeves and calls on the farmers and the producers from all the surrounding hills and within 20 days production begins again.
Capetta expands abroad gaining important positions in Northern Europe, Mexico, the United States, Australia, Japan, Taiwan and South Korea. There are also interesting markets in Africa, such as Kenya and Nigeria.
Towards New Markets
New Market Technologies
Capetta continues to invest in technology. The facility area and production capacity are expanded to meet market demands.
Capetta serves principal markets around the world through organized distribution. It is an example of a local company that has adopted state-of-the-art production facilities to meet the challenges of a global market.