A Taste of the Sun: How Pugliese Wines Captivated Thailand

Today, Thai wine enthusiasts are awakening to the soulful pleasures of Pugliese wine, thanks in no small part to producers such as Tenuta Viglione. Nestled within the Gioia del Colle PDO (Protected Designation of Origin), this family-run estate, with its proud 85-year heritage and commitment to organic practices, epitomises the spirit of modern Puglia.

“Puglia’s wines are like the region itself – full of character, soul, and a story to tell," says Bruno Ferrari, Executive Italian Chef at Volti, Shangri-La Bangkok. "These wines bring something new and exciting to the most refined palate. That’s reflected in the huge surge in demand we’ve experienced in recent years. Tenuta Viglione’s wines are a shining example of contemporary Pugliese winemaking at its finest.”

Echoing this sentiment is Alessandro Frau, chef patron of Acqua Bangkok: "Puglia’s native varieties are not a revelation for wine experts. Like Sardinian wines, a self-aware group of Pugliese producers has pioneered unique expressions that now shine on every proper wine list offered to Thai customers. With Tenuta Viglione’s arrival in Thailand, they’re not merely offering wines – they’re sharing a slice of Puglia’s soul."

Indeed, the love affair between Thailand and Puglia is not confined to just the familiar Primitivo or Negroamaro varietals. Thai sommeliers and gourmands are now exploring the depth of Puglia’s vinous repertoire – from the bold, structured reds of Nero di Troia to the aromatic, mineral-driven whites of Verdeca, and the lush, fruity expressions of Susumaniello.

“Puglia’s whites and rosés offer incredible versatility and are a perfect match for Thailand’s dynamic food culture," explains Ruenruedee Prachayaphruet, SEA Marketing Director for Tenuta Viglione. "Our wines are crafted with profound respect for nature and tradition, and we are thrilled to bring this heritage to Thailand’s vibrant culinary scene.”

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The region’s rosés – often overshadowed by its reds – are now emerging as stars in their own right. Pugliese rosés, with their crispness and elegance, are tailor-made for Thailand’s balmy evenings and long, leisurely aperitivo hours. Meanwhile, Verdeca’s bright acidity and subtle minerality have proved a perfect partner for Thailand’s abundant seafood offerings.

Puglia’s success in Thailand mirrors a broader trend across Asia: a growing thirst for discovery, for wines that tell a story of place, heritage, and craftsmanship. As wine lovers across the continent move beyond the familiar territories of Tuscany and Bordeaux, regions like Puglia are stepping confidently into the spotlight.

With its sun-drenched vineyards, ancient traditions, and a new generation of passionate winemakers leading the way, Puglia’s time has come – and Thailand has warmly embraced its charms. In every glass of Tenuta Viglione’s elegant Primitivo or refreshing Verdeca, Thai wine enthusiasts are transported to a place where the land speaks, the sun kisses the vines, and every sip tells a story.

Puglia, it seems, is no longer Italy’s best-kept secret. It’s Thailand’s new wine obsession – and one that promises to endure.

This article was published thanks to the contribution provided for by European Union regulation no. 2021/2115.

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