Every action, venture, or enterprise begins with an idea. In this specific case, that idea took shape in 2021, amidst the buzz of “Derthona 2.0″—an event in Piedmont that shines a spotlight on the Colli Tortonesi region. Amidst the bustle, Walter Massa—a key figure in the local wine industry—pulled aside his nephew, Filippo Alutto Massa, along with Matteo Poggio (of the Paolo Poggio estate) and Mattia Ricci (of Cascina San Leto), and encouraged them to bring together a group of young people. “It was clear that many of us were beginning to take on roles within our family businesses, yet there was very little connection between us,” recalls Alutto Massa. The next step was both simple and modern: they set up a group chat and held an initial introductory meeting to gauge interest in actively participating in a project that was, at that stage, still entirely undefined. From the very beginning, however, the door remained open to those outside the wine sector—including cheesemakers, charcuterie producers, restaurateurs, and fruit growers. Thus, “Derthona Giovani” (Derthona Youth) was born; today, it is led by Alutto Massa himself, who serves as its president. The initial ambition was modest—almost intimate: simply to meet and get to know one another. The outcome, however, far exceeded expectations. “We started as mere acquaintances; today, we are friends and colleagues who believe deeply in our local territory.“
Latin roots, shared values
The name is no mere affectation. Derthona is the ancient Latin name for Tortona—the symbolic “capital” of these hills—and it carries with it a sense of belonging that the members embrace with quiet, unpretentious pride. “Our connection to this area is everything; we live it and we enjoy it,” the President explains. Whenever the group ventures beyond these borders, they bring that connection with them, sharing it with those who are not yet familiar with the region. Underlying this practice is a simple conviction—one that serves as a fitting title for this story and conversation: “If the territory thrives, we all thrive.” The core value is sharing—a collective journey encompassing both good times and more challenging ones, navigated together because, as they say, “you don’t get very far on your own.” It is a legacy inherited from the previous generation, whom the younger members still look to as mentors in the art of standing united. It is no coincidence that Alutto Massa emphasizes team spirit: supporting one another makes goals far more attainable. This philosophy is reflected in the very nature of the association, where people take precedence over individual brand names: while each member runs their own business, they do so with the firm belief that constant dialogue is the key to success.
The mosaic of members
Currently, Derthona Giovani has 64 members under the age of 40: thirty-five wine producers, ten restaurateurs, three vegetable growers, three fruit growers, and two cheesemakers. The remaining members are supporters—individuals who, while not directly involved in the industry, are fascinated by it and have chosen to contribute to its promotion. The result is a mosaic of skills and perspectives that encompasses the entire local agri-food supply chain. At the helm is Alutto Massa, appointed in May 2025, supported by a nine-member board of directors—including himself—comprising vice-presidents Marco Volpi (Cantine Volpi) and Alice Castellani (Cascina Giambolino), alongside Asia Bernardelli, Clara Pietranera, Lorenzo Camerino, Matteo Grattone, Marco Ravazzano, and Rosita Poggio. “We are in touch daily,” says the President, whose role entails, above all, a sense of responsibility toward his home region: “Belonging to a place means more than just living there; it means sharing it with the outside world and helping others ‘experience’ it.” Among the qualities required for the position, Filippo highlights the ability to listen and to seek solutions that satisfy everyone; he also candidly admits that he has had to work on his own temperament, as he has always been prone to reacting impulsively. Ideas originate from one or more members, are reviewed by the board, and—if deemed compelling—are entrusted to an organizing committee. The greatest hurdle has been bureaucratic: the official establishment of the association involved a slow and complex process. “Unfortunately, that’s how things are in Italy: if you want to get something done or embark on a project, you have to hope that the endless, sluggish bureaucracy doesn’t extinguish your drive and motivation before you can even begin.”
Wine as a battering ram
In the group’s narrative, wine acts as a trailblazer: “It’s the battering ram that opens up new horizons, and the glue that holds them all together.” Following in its wake is a collection of exceptional local products, including Nobile del Giarolo salami, Montebore cheese, Volpedo peaches, wild strawberries from Tortona, and cherries from Garbagna. Alutto Massa also shares a personal observation: “Between 2019 and 2021, while studying oenology, I lived in the Langhe region, where wine was a constant presence—among young people, you’d see far more wine glasses than spritzes. Back in Tortona during those same years, ordering a bottle of wine at dinner felt almost eccentric. Today, things are shifting: the growth of the ‘Derthona’ movement has helped even those outside the industry recognize the value of the product. Now, when we sit down at a restaurant, my friends look to me to choose a bottle for us to share.” While young people may be drinking less, he notes, they are drinking better; they seek out stories and experiences—a trend reflected in the new tasting rooms popping up in the area, as well as the many events and activities hosted at local wineries. To connect with these new generations, the ‘Derthona Giovani’ (Young Derthona) group has embraced a lighthearted approach. “We maintain a modest presence on social media—we prefer ‘real’ life—but we did launch ‘Disco Hills’: sunset aperitifs featuring DJ sets, held two Sundays a month. If you can provide a good time, the message gets across much more effectively.”
