Giulio Cocchi, a young and creative pastry chef from Florence, moved to Asti at the end of the 19th century. Fascinated by the Piedmontese food and wine tradition, he discovered in the Piedmont province, the capital of Moscato and found a widespread tendency to aromatize wines with herbs and spices.

What an idea. In 1891 he established his business there, specializing in the creation of flavored and sparkling wines. Thus it was that in a few years, Cocchi became a well-known brand during the Belle Epoque and on the eclectic scene of the futurist period. Its products became famous all over the world.