The traditionalism of the Cappellano family in Serralunga d’Alba is not one of blind adherence to the past. It is a searching, intelligent traditionalism, one which prioritizes accumulated wisdom and connectedness to the land over the allure of technology and the pressures of the market. Such an approach was justly considered radical in the 1980s and ‘90s, a time in which Barolo was struggling to overcome the relative poverty of the post-war era and attract a larger audience. In that era, the legendary Teobaldo Cappellano’s pointedly philosophical rejection of modern methods flew in the face of Barolo’s aspirationalism; at the same time, his revolutionary ardor helped galvanize an entire movement of like-minded winegrowers—one that has only gained momentum in the ensuing years.