Villadoria grew rapidly in this period under Pietro’s expert guidance. An able oenologist and farmer, he surrounded himself with equally skilled employees in marketing and commerce.
Just in those years Daniele, the second son of Pietro, joined the company. Daniele, born in 1953, started very young to support his father, finishing his university studies and working at the same time. Pietro and the oenologist Italo Torretta will take care of his traning in the cellar, while Giuseppe Torchio will train him in the commercial field.
Barolo juta wine was born, the bottle covered with a jute case. This unusually packaged Barolo was extremely successful and helped the company open up new markets and develop existing ones.
It is still today much prized by lovers and collectors of unusual wines. For many years it was this wine which acted as Villadoria’s brand ambassador.
In these years the company’s main market was certainly Italy, but Daniele’s work ensured that its foreign markets went from strength to strength, above all in the United States and the United Kingdom.