The Giuseppe Mascarello wine company began in 1881, but it wasn't until his grandson (also Giuseppe) decided to devote himself to the business in the late 1950s: he modernized the winemaking, using newer oak casks and replanting vineyards with cuttings he believed would improve quality. His son, Mauro, continued to find the sweet spot for the new Barolo style, ending up with the traditional long fermentations for Nebbiolo, but shortened the total skin extraction time to around 30 days (the old-school would have extraction go on for 2 months or even more!). With plots in prime vineyard districts, the Giuseppe Mascarello company became a reference estate for Barolo! Today, Giuseppe II, his wife, and winemaking son continue the "enlightened traditionalist" style they helped create.