The Medici cellar dates to 1890, when Remigio Medici, an oste running three roadside taverns along the via Emilia, began bottling wine from the family's vineyards between the Roman road and the lower hills of the Enza valley. His son Ermete expanded the operation and gave the firm its full name, Medici Ermete & Figli. The headquarters has stayed in Gaida di Reggio Emilia ever since, a few kilometres from the vineyards it draws on. The decisive turn came in 1988. Sweet, industrial Lambrusco had flooded export markets, including the United States where the wine had been a 1970s phenomenon alongside Chianti, and the category's reputation collapsed. The fourth generation, brothers Alberto and Pierluigi Medici, joined the business in that crisis and used it to reset the house style: stricter vineyard selection, yields up to 30 to 40 percent below DOC ceilings, and a deliberate move away from the cheap-and-cheerful Lambrusco template. Today the estate farms about 80 hectares across five tenute, four in the province of Reggio Emilia and one in Modena, all certified organic. Tenuta La Rampata, an Ottocento farmhouse in the Enza valley, is the flagship vineyard and the source of Lambrusco Concerto. The house is Equalitas-certified for sustainability and runs a programme called Generazione 2031, with measurable targets across the 2021 to 2031 decade including the move of Concerto to certified organic with the 2020 vintage. The portfolio centres on Lambrusco in its serious forms: Reggiano DOC for Concerto and the Quercioli line, Lambrusco di Sorbara DOC for the bottle-refermented Phermento, and Reggiano metodo classico for the Unique sparkling rosé. Phermento earned 94 points and a Wine Enthusiast Top 100 of 2024 placement; Unique Spumante took silver at Glass of Bubbles 2024; Concerto has held a Tre Bicchieri from Gambero Rosso for seventeen consecutive vintages. Alongside the Lambruschi, the house bottles Pignoletto, Malvasia and a Colli di Scandiano e Canossa dessert wine. Hospitality runs from Tenuta La Rampata, where the family also operates an acetaia producing Aceto Balsamico Tradizionale di Reggio Emilia DOP and a small wine museum. Visits are by booking only and combine the cellar, the museum and a balsamic-vinegar tasting across three age tiers (Aragosta, Argento, Oro), with a premium option that adds three of the metodo classico spumante labels paired with local food. Alessandra Medici leads the hospitality side; the fifth generation, represented by Alessandro, is now part of the team.