The most successful wineries in this agricultural Italian state are working hard at home and abroad to make its reputation as a bulk wine producer ancient history.
Back in 2006, I was invited by the Italian Trade Commission to cover MiWine, a wine and spirits convention in Milan that included an "eno-tour" component to a specific wine production areas in Italy. I was originally signed up to tour the Lombardia region, and then was convinced to visit Calabria instead. However, as there were too many American journalists signed up to Calabria, I was switched out to Puglia.
It turned out that the real story was not the MiWine show (which only ran a few years), but the Puglia wine region itself, although it had not yet found itself at the time in terms of having a definitive "brand image" American beverage industry professionals and consumers could relate to.
Over the course of five very busy days, my group (which included 40 buyers and wine writers hailing from Denmark, Russia, Egypt, China, India and Japan) visited 20 wineries. Although several estates had product on the U.S. market, others were not as prepared for visiting wine business people as wineries I previously covered in Umbria and Piedmont. Even with the exhaustive itinerary, however, I tasted potential for success in the U.S. market, especially with selections that were very food-friendly and ideal for markets in warmer climates such as California, Arizona and Texas.
Fast-forward to 2013. An opportunity arose to rediscover Puglia's wine industry. The itinerary for the June trip that came with the invitation spoke volumes that much had changed in seven years. A focus on six of its more successful wineries and consortiums (Vigne e Vini, Mottura, Tomaresca, Tenuta Mater Domini, Leone de Castris and Cantine Rivera) represented the Puglian wine industry's more concentrated effort to transform its past reputation as a "bulk wine" industry into greater recognition and respect outside of Italy. Read More ==>