The winery is located in the municipality of Appiano (Appiano) on the South Tyrolean Wine Road in the Italian wine-growing area of South Tyrol (Trentino-Alto Adige region). The Pichler family has been growing grapes here since 1850. In 1978 they started their own marketing. Today the company is managed by Josef Pichler, the third generation of the Pichler family. Besides viticulture, fruit growing is also practised. The vineyards cover 2.5 hectares at 270 metres above sea level and are planted with Vernatsch, Lagrein, Merlot and Chardonnay grapes. The cultivation is close to nature. Rigorous thinning out reduces harvest quantities, which are well below the DOC regulations. Through selective manual harvesting, only fully ripe, healthy grapes in small crates are processed. After gentle destemming and gentle pressing of the white wine grapes, the must is clarified and fermented in stainless steel tanks at a controlled temperature and matures on the for several months. After gentle filtration, bottling takes place in spring. The red wine grapes go through the classic mash fermentation. The malolactic fermentation takes place partly in barriques. After light filtration, the red wines are bottled in early summer. Only the Lagrein Riserva matures for another 10 to 15 months in small wooden barrels.