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The winery is located in the valley on the eastern edge of the municipality of Bolzano in the Italian wine-growing region of South Tyrol (Trentino-Alto Adige). The family business was first documented in 1561 and has been owned by the Pfeifer family for over 200 years. Today it is managed by Johannes Pfeifer. The motto of the company is "From farmer to connoisseur". The vineyards cover four hectares of vineyards, which are planted with the red wine varieties Vernatsch, Lagrein and Blauburgunder. Wine-growing is practised in a natural, environmentally friendly manner. The wines are vinified according to the typical varieties. Various wines from the DOC areas of St. Magdalener Classico (the flagship of the house is Vernatsch) and South Tyrol (Lagrein, Lagrein Riserva, Pinot Noir) are produced. Annually, the company produces about 40,000 bottles of wine with exports to Germany, Austria, Switzerland, Denmark and the Netherlands. The winery is a member of the Consortium for the Protection of St. Magdalena, as well as of the Free Winegrowers of South Tyrol.

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