"It takes twenty years to build a reputation and five minutes to ruin it." – Warren Buffett
Why Has Puglia Been Underrated for So Long? Puglia is a region I have a real soft spot for. Sun-soaked beaches, ancient olive trees, incredible food... and yes, a ton of wine.
But for a long time, when you mentioned Puglia in wine circles, you might have gotten a polite nod—or even a shrug.
So, why was Puglia underrated for so long?
Quantity Over Quality (For a While)
Historically, Puglia was the "workhorse" of Italian wine.
We're talking about vast fields planted to pump out huge volumes of wine—fast and cheap.
It made sense: there was a high demand, and it was an easy way to keep the economy moving.
But when you're focused on quantity, something often gets sacrificed: quality.
People weren’t bottling little masterpieces down there; they were filling tankers.
A lot of Puglian wine used to be shipped north to "fix" lighter wines in other regions. Not exactly a sexy reputation to build on.
But Oh Man, the Potential!
Underneath all that mass production, though, there was—and still is—serious magic.
One word Primitivo.
What's Happening Today
The good news?
Today, more and more winemakers in Puglia are shifting gears.
They’re focusing on small production, organic farming, heritage grapes, and true craftsmanship.
