Museo Gancia
Corporate museum in the historic Gancia cellars in Canelli, a UNESCO site, with vintage advertising posters and archive films on the brand's history.
Have only individual sections read aloud
About the museum
The Gancia house was founded in 1850 in Chivasso by Carlo Gancia, together with his brother Edoardo, under the company name “Fratelli Gancia & C.”. Carlo, trained in pharmacy and chemistry in Turin, had learned the méthode champenoise in Reims; in 1865 his work led to what is considered the first Italian sparkling wine.
On 11 May 1866 the brothers moved the business to Canelli, into a former customs warehouse beside the railway. The cellars and underground galleries were dug over several decades into limestone tuff, which naturally keeps a temperature of 12–14 °C. Since 2003 the Cantine Storiche have been restored, and in 2014 the “Cattedrali sotterranee” of Canelli joined the UNESCO site Paesaggi vitivinicoli di Langhe-Roero e Monferrato.
The museum tells the company's story through a journey through Italian advertising and style from 1870 to today: posters by artists such as Cesare Saccaggi (the famous 1896 poster for Moscato Spumante), Leonetto Cappiello, Eugenio Colmo, Lucien Cayol, Franz Marangolo and Armando Testa, a cinema room with archive films of the television caroselli, and a section devoted to labels and slogans.
Highlights
- Historic cellars cut into tuff, part of the UNESCO site
- Advertising posters by Saccaggi, Cappiello, Colmo, Testa and others
- Cinema room with archive television caroselli
- Historic brand labels and slogans
- Guided tour with tasting of Alta Langa and Asti
Permanent exhibition
- Museo Gancia – Route through the history of Italian advertising and style from 1870 to today, with artists' posters, archive caroselli films, labels and slogans of the brand.
- Operated by
- Gancia
Admission & discounts
| Adults | €15 |
|---|---|
| Guided visit to the historic cellars with tasting of two products (1 hour 30 minutes) | €25Alta Langa DOCG Brut and Asti DOCG or Moscato d'Asti DOCG |
Price per person for guided visits to the historic cellars (1 hour): €15. The website does not specify whether the route includes the museum room.
Accessibility
- Wheelchair accessible: no information
- Elevator: no information
- Accessible restroom: no information
- Accessible parking: no information
- Service dogs welcome: no information
- Tactile models & exhibits: no information
- Sign language tours: no information
- Easy-to-read materials: no information
- Audio description: no information
The website does not give accessibility information; for specific needs it invites visitors to contact the company.
Kids & families
The museum hasn’t published any information on this.
Getting there & parking
The museum hasn’t published any information on this.
Amenities & dining
The museum hasn’t published any information on this.
Events & venue rental
The museum hasn’t published any information on this.
Plan your visit
| Guided tours | yes · approx. 60 min |
|---|---|
| Good to know | Booking required. Guided visit of the historic cellars lasting 1 hour or 1 hour and 30 minutes, with tasting of two products. |
