The name Mirafiore is both new and old, associated as it is with the wine estate in Serralunga d’Alba founded by Emanuele, Count of Mirafiore and Fontanafredda, the son of Victor Emmanuel II and Bela Rosin. A name first established in the 1870s, rising to international renown only to disappear in the third decade of the following century; a name which remained dormant for more than seventy years until its reappearance today. The wines are new and old too. New because their complete disappearance from the marketplace decades ago leaves now an opportunity to create a powerful re-emergence; old because the method of vinification they have in common provides for strict observance of rules which can be traced back to the most refined and rigorous of Piedmontese traditions: long macerations on the skins, lengthy maturing, the use of medium-sized oak casks; and it all starts out from perfectly ripe, healthy grapes. Mirafiore is an ideal and set as an icon by Farinetti to represent ‘a life of value.’ Establishing an environment at the estate to express this, he has created fondazione E. di Mirafiore, which includes a theater, library, a forum of philosophers, and a permanent schedule of relevant events.