It is still a mystery at the moment. Some say that it was Rudolph, his faithful reindeer, who convinced him: he is getting on in years and a milder climate such as that of Langhe Monferrato Roero is better suited to the luminescence of his nose.  Others think it was the Elves. Not much is said about it, but Elves do love good wine. Others believe that he was exhausted due to his wife Margaret's constant muttering: “I would like to live in a castle, you never take me to beautiful places, you travel the world and I am always here cooking and ironing for everyone. Just once I would like to live like a queen!".

No one knows who was more convincing, but the result is that, for some years now, Father Christmas has chosen the castle of Govone, halfway between Asti and Alba, as his special residence: a regal setting, which was once owned by the Royal House of Savoy, just as Margaret had asked for, and set amidst hills famous for their excellent wines, just as the Elves had wished, in a microclimate that is invigorating and refreshing, much to Rudolph's delight.