Founded in 1973 by Mario Barbero, the winery was a cooperative made up of thirteen members from the Treiso area. They had the dream of creating a production reality that cultivated fine vineyards and marketed great labels, looking at both quality and the taste of the evolved consumer. From the very beginning, the wine production has been directed to Nebbiolo grapes suitable for producing high quality Barbaresco. In 2014 a new facility was inaugurated. The historic premises are used for the aging department, while the new structure houses the administrative and commercial offices, a new bottling area and larger spaces for the storage and aging warehouse for bottled wines. In addition, the name of the winery is changed to Pertinace. In January 2016, the winery's members became 17, for 90 hectares of vineyards (mainly Nebbiolo, as well as Dolcetto, Barbera d'Alba, Muscat and Chardonnay). The vineyards extend in the province of Cuneo, around the municipalities of Treiso, Barbaresco, Alba, Neviglie, Piobesi d’Alba, Magliano Alfieri, and in the Asti area, in Agliano Terme. In the vineyards of Treiso and Barbaresco the grapes for the production of the Barbaresco DOCG are grown (about 100,000 bottles). The younger brother of Barbaresco DOCG, in terms of age but not in quality, is the Langhe DOC Pertinace. Tenacity, attachment to one's land, respect for traditional winemaking and perseverance in conquering new markets and countries (USA, South Korea, Japan, Hong Kong, Canada, Brazil, Colombia), distinguish those who live and work today in the Pertinace Winery.