Roberto Sarotto Museum opens in Alba

The Roberto Sarotto Museum opened to visitors on 9 February 2023 at the wine bar in Piazza Michele Ferrero, Alba. A multilingual digital guide supports a self-guided visit linking the family’s origins, the present-day winery and its next generation.

The underground space contains historic vintages and large-format bottles, period photographs tracing the Sarotto family’s origins, and an installation mapping the territories behind the estate’s wines. A video introduces the landscape, while a sensory booth uses voices and interviews from family members and collaborators to convey the contemporary life of the winery. The booth also provides a setting for a souvenir photograph.