The Coppo family
Piero Coppo
The oldest of the four brothers, Piero is the keeper of the family’s traditions and heritage, a challenging role in a fast-changing world where custom and history are often undervalued. He travels tirelessly to promote his wine, never missing an opportunity to talk about its roots and traditions to customers throughout the world. For Piero promoting his wines is a mission, not a commercial duty, and he carries out this task with pride and enthusiasm.
Paolo Coppo
“The American” as his brothers call him. In effect, Paolo is Coppo’s Ambassador to the USA. Among the four brothers, he is the “natural salesman”. A positive and open fellow, Paolo always has a story to tell, and he has a clear, distinct voice that captivates listeners. His energy is boundless, and he travels tirelessly. Paolo doesn’t simply sell wine, he sells his family’s dreams and traditions, rooted in the history of his native Piedmont.
Gianni Coppo
Gianni represents the rational side of the family. He is careful to balance his and his brothers’ passion for wine with the logic of numbers to keep the family business on solid footing. He is serious but friendly, traits typical of the people of Piedmont. He embodies the pride of a family that as earned respect for its long service to the community.
Roberto Coppo
The youngest of the four brothers, Roberto is the family’s technician and enologist. For Roberto, wines are a complex mosaic of flavors and aromas to be identified and examined. He is extremely curious and sometimes feels restrained by the limits of his slow-moving hometown of Canelli. At the same time, he is proud of Canelli’s culture and traditions, always trying to enrich and transform them as he does with his family’s grapes.
Max Coppo
Max represents the new generation. He brings new vigor and a culture of modernity to the family. While fully aware of the importance of history and family tradition, he also wants to innovate them with a more colorful and youthful touch.
Piero Coppo founded the winery in 1892 in the town of Canelli, in Piedmont, setting himself as a top producer of Moscato. Piero was succeeded by his son Luigi, who expanded the company to include other classic still and sparkling wines from Piedmont, made with the native varietals of the area. Luigi also provided his winery with the facilities and equipment needed to compete in the difficult, but growing, post-war market.
Today, Piero's four grandsons manage the company, successfully integrating new styles with traditional viticulture. Just after the loss of their father Luigi in 1984, the brothers decided to focus on Barbera, releasing their own interpretation of this local grape. The prestigious Pomorosso Barbera D'Asti was born, emerging as the model of the “modern style” Barbera, aged in oak and with unmistakable personality. Barbera, a truly native varietal, soon became the pride of the entire region and today finally receives its due recognition. The four brothers Piero, Gianni, Paolo, and Roberto have set an ambitious goal: to resurrect the traditional red varietals from the Asti region, and to produce serious white wines with aging potential. Massimiliano, son of Piero (the founder’s grandson) is the first member of the fourth generation of Coppos to enter the family business. This is a new generation of winegrowers with a new way of viewing agriculture. They produce classic Piedmontese wines, with the dedication and the attention to detail required to craft ultra-premium wines. Considered the "Barbera specialists” worldwide, they also produce an outstanding and an excellent .
