i want secrets revealed here. >> piero antinori: yes. sometimes, we start with an argument. ree or four glasses of wine... ( laughter ) >> allessia antinori: everything disappears. >> piero antinori: this palazzo has been in the family since 1506. both the headquarters of the business and also the residence of the family. >> safer: when an antinori wishes to seek solace or a place for quiet contemplation, or even a place to confess his earthly sins, it's hardly difficult. just leave the palazzo antinori and, traffic notwithstanding, cross the piazza antinori, and within minutes, arrive at the capella antinori, the antinori family chapel where they might visit the tomb of alessandro antinori, one of the founders of the dynasty. and perhaps a nod to any number of antinoris buried beneath the chapel floor. if wealth and history can buy you one lasting pleasure, it is convenience. marchese antinori, for instance, commutes by air to his most famous vineyard, tignanello, in the tuscan countryside south of florence. here, the family developed the red wines for which they're famous.

this marriage of inconvenience, ended when piero bought back the shares keeping antinori all in the familynk he saw us interested, why not. what's wrong with gods. took his chance, expecting his daughters to fall in love with the business. >> and that they did. now all three travel the countryside and the world, helping to grow, promote and market antinori wines. sold 17 million last year. $200 million worth. making a healthy profit. though the business involves spread sheets. science. the basics come as they have for centuries from down on the farm. even with all of this tra dirks history and everything else, the family still regards itself as, farmers? yes? >> yes. absolutely. this is our origin. il basically farmers. >> we appreciate the nature and the country side more than the glamorous city life. >> three country bumpkins. >> yes, yes. >> reporter: well, hardly. elegance is the rule at palazzo antinori. >> since the family wines must be sampled to ensure quality control. every lunch at its a business lunch. their daughters and sons-in-law, and the grandchildren, all may have a say. >