Once known mainly for its olive oil and food culture, Puglia is now making a name for itself in the global wine scene. The region’s wines, particularly red varieties, are being added to more wine lists across Asia, reflecting a shift in consumer preferences towards authenticity and heritage.
While Puglia has a long winemaking history dating back to ancient Greece and Rome, it was often overlooked for much of the 20th century. Many of its wines were produced in high volumes with a focus on quantity rather than character. This started to change in the 1980s when a group of producers began working with native grape varieties and promoting organic farming and artisanal techniques.
One example is Tenuta Viglione, a family-owned winery based in the Gioia del Colle PDO. It is part of a growing number of estates focused on small-batch, organic production, helping to highlight the region’s potential in international markets.
Puglia’s most recognisable grapes are Primitivo and Negroamaro, both known for bold reds. But the region also offers lesser-known varieties like Nero di Troia and Susumaniello, as well as white and rosé wines. Verdeca, a native white grape, is gaining attention for its fresh acidity, which pairs well with seafood. Meanwhile, Puglia’s rosés are being praised for their elegance and crispness.
In markets like Hong Kong, where wine drinkers are becoming more adventurous, these unique offerings are seen as a welcome change. The rising interest also mirrors a wider trend across Asia: a desire for wines with a clear identity, rooted in tradition but open to modern taste.
As more importers and sommeliers turn to regions like Puglia for new inspiration, the region’s wines are finding their place on shelves and menus across Asia. It marks a step forward not only for Puglia, but for the broader recognition of Southern Italy’s wine potential.
For more information and stockist details, visit Tenuta Viglione’s official website.
