Franco Serra is produced by the Sperone family who have been making affordable premium wines for four generations. In 1911, Antonio Sperone opened a small wine cellar in Torino where he crafted Vermouth and other fortified wines. Unsatisfied with the quality and price of the local wine, Antonio started his own winery in Puglia where land was inexpensive and produced good wine. He built a bottling facility in Torino and was soon able to offer his customers quality wines at prices everyone could afford. The business thrived and eventually Antonio’s grandson Giacomo opened a new facility in 1960 near Milan where he produced vermouth, sparkling wines, spirits and fine wines.