Eager to Ditch Its Bulk-Wine Past, Puglia Embraces Native Grapes and Hip Hop

Eager to Ditch Its Bulk-Wine Past, Puglia Embraces Native Grapes and Hip Hop

The jazzy hip-hop stylings of R+R=NOW, a group somewhat similar to the Roots, fill the air above the hills of Locorotondo, Italy during its annual Locus Festival. About an hour south of Bari, in southeastern Italy, Locorotondo has hosted this summertime celebration to all things Puglia for 14 years.

The crowd is happily nodding and bouncing along as the night turns to early morning. Glasses of Tormaresca Calafuria, a rosato from Puglia’s Salento peninsula, are ceaselessly poured and refilled.

The Locus Festival brings together regional live music, art, wine, and food in an attempt to establish Puglia on the international stage. Tormaresca, an Apulian winery created by the Antinori family in 1998, is majorly committed to the cause.

Eager to Ditch Its Bulk-Wine Past, Puglia Embraces Native Grapes and Hip Hop -
Eager to Ditch Its Bulk-Wine Past, Puglia Embraces Native Grapes and Hip Hop -
The Locus Festival is a celebration of all things Puglia. Credit: Facebook.com/locusfestival

“Everything we’re doing is to show the feel, and the vibes, of Puglia,” Vito Palumbo, brand manager of Tormaresca, says. Tormaresca sponsors the annual summertime celebration, working to gain traction with the younger local generation as well as the wine world at large.

Palumbo works for Tormaresca but may as well represent the whole of Puglia. There’s seemingly nowhere nearby you can go where people do not know Vito. His boundless enthusiasm is single-mindedly directed toward the goal of shifting the region’s reputation.

Puglia is hungry to reinvent itself. Formerly known as the “cellar of Europe,” providing bulk wine as opposed to…

read more: vinepair.com

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