For years, Roero fruit quietly fed the success of entry-level Barolo and Barbaresco wines. Much of
the Nebbiolo bottled as Langhe Nebbiolo or Nebbiolo d’Alba actually came from Roero vineyards,
yet the name rarely appeared on labels. Producers often chose to sell grapes into established brands
rather than build Roero’s own identity.
Today, that dynamic is changing. A new generation of producers — including Nicola Pasquero,
Alberto Oggero and Luca Valfaccenda — is actively repositioning Roero as the “third pillar”
alongside Barolo and Barbaresco. Initiatives like SoloRoero and Rotaria are focused on
communication, mapping terroirs and encouraging producers to bottle under Roero DOCG rather
than hide the origin.
As Nicola Pasquero puts it:
“[…] it makes more sense to present them together — geographically they are very close and share
many characteristics in terms of terroir.”
So why is this the right time to buy Roero Nebbiolo?
- Better value than Barolo
Barolo prices have risen sharply, especially in restaurants and export markets. Buyers are
increasingly hesitant about expensive young Barolo, particularly given the availability of mature
vintages. Roero offers access to high-quality Nebbiolo at significantly lower prices. - A style aligned with modern tastes
Roero’s sandy soils produce wines with more perfume, softer tannins, brighter strawberry fruit and
earlier approachability. Compared to the more structured and austere profile of classic Barolo,
Roero is immediately more drinkable and in line with today’s preference for freshness and elegance. - A bridge between prestige and accessibility
Roero fills an important gap. It gives restaurants and wine merchants a Nebbiolo that works well by
the glass and turns over more quickly, while offering consumers an authentic expression without the
cost — or wait — of Barolo. - Still undervalued
With around 194 hectares of Nebbiolo compared to more than 2,000 in Barolo, Roero remains
relatively small and under-recognised. Prices have yet to catch up with quality, creating an
opportunity similar to what happened in lesser-known Burgundy villages before global demand
surged. - Awareness is finally growing
Roero’s main weakness has historically been communication, not quality. Thanks to coordinated
producer efforts, international tastings like Nebbiolo Day and stronger storytelling around terroir,
the region is now gaining traction among sommeliers and importers.
The key takeaway is simple: a top Roero can be more satisfying than a basic Barolo.
Nebbiolo drinkers are beginning to look beyond the most prestigious labels. While Barolo and
Barbaresco remain benchmarks, there is a growing search for value, elegance and immediacy —
and Roero sits perfectly in that space.