In Montalcino everything that is connected with wine is record-breaking, including prices. In 2018, the price of unbottled Brunello varied between 13 and 16 euro a litre, and that of Rosso di Montalcino DOC from 6 to 7.5 euro. Brunello vineyards now fetch prices of around one million euro, and reaching as much as 1.6 million (an incredible +4,500% increase over the past fifty years). One very famous winery, although it has only twenty hectares for Brunello, was sold for over one hundred million euro. Everything in Montalcino is extraordinary, in the same way the people’s attachment to their land is extraordinary. Despite these prices, more than two-thirds of the producers are, and remain, Montalcinese.