Lodovico Antinori, based in Geneva, has been head of Lamson International for the last 25 years, a marketing company specializing in developing brands in emerging markets, such as Asia. In the mid 1980s, MLA founded Ornellaia, the avant-garde winery located in Bolgheri in the Upper Maremma, producing the world-acclaimed wines, Masseto and Poggio alle Gazze. After the company was sold at the beginning of the 21st century, Lodovico, together with his brother, Piero, decided to establish a new wine project, having discovered a new terroir with great potential in the neighboring commune of Bibbona.