{"id":7056190,"date":"2026-09-03T21:09:42","date_gmt":"2026-09-03T21:09:42","guid":{"rendered":"https:\/\/peraltafinancing.com\/uncategorized\/selling-the-sunlight-on-the-wine-trail-in-italy\/"},"modified":"2026-09-03T21:09:42","modified_gmt":"2026-09-03T21:09:42","slug":"selling-the-sunlight-on-the-wine-trail-in-italy","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=7056190","title":{"rendered":"Selling the Sunlight – On the Wine Trail in Italy"},"content":{"rendered":"


\n<\/p>\n

\n
<\/a><\/span><\/div>\n

R<\/span>ecently I was, what else, talking wine with a
\nfriend. Sicily came up (we were sipping on a Grillo) and the notion of just how
\nfar Sicilian wines had come, not only in the aspect of quality, but in the
\nperception of quality. France came up, and how French wines had that particular
\nje ne sais quoi <\/i>with regards to how folks saw French wine in the
\npantheon of wine greatness. I recalled a story about\u00a0 <\/span>how, many years ago I was hosting the father
\nof a client, the father being the director of a very large wine cooperative
\nnear Bordeaux. We were trekking to Northernmost Texas to visit the TV Munson
\nvineyards. Along the way this gentleman, Raymond Chandou, and I got to talking
\nabout Italy and Sicily, and our mutual affection for the island. \u201cI have many
\nfriends there in and around Palermo,\u201d he recounted. I was a bit puzzled. <\/span>Why
\nwould the director of a very large wine cooperative have contacts in Sicily? Of
\ncourse, over the years, I have learned about the French connection with Sicily
\ngoing back centuries. But at the time, I was uninformed. Mr. Chandou was a
\ndirect person. So he cleared things up: \u201cWell, we had a very good business
\nrelationship with the Sicilians.\u201d I took it not to mean that the French were
\nselling loads of Bergerac wine to Palermitani, but that the Sicilian wine
\ngrowers were sending a lot of juice to France. This was before the EU was the
\neconomic and political\u00a0 <\/span>juggernaut it now
\nis. \u201cAh,\u201d I said, \u201cYes. Selling the sunlight.\u201d\u00a0
\n<\/span>Mr. Chandou winked, a confession, or at the very least, an insinuation
\nthat the Sicilian wine prowess, while not recognized by the greater world, at
\nthat time, was well perceived by their more northerly French winemaking
\ncousins, and they (the French) were more than happy to help out their more
\nsoutherly mates in which to move grapes and wine through the channels.<\/span><\/p>\n

All this to say, things have changed since those halcyon days.
\nNow we read that Bordeaux wines are struggling to retain their markets, while
\nwines from Sicily are having a heyday. And while that characterization might be
\ninfused with a little more enthusiasm than current market and world economic
\n(and political) conditions attest to, Sicily is having a good moment selling
\nthe sunlight from their own bottles and not as surrogate sunshine for another
\ncountry\u2019s wine.<\/span><\/p>\n

<\/a><\/span><\/div>\n


I have a box in my archives closet filled with labels from my
\nwine trade days. Two reasons: the first being that being a visual person, I
\nliked to create \u201clabel books\u201d of the wines I was selling in which I could show
\nmy clients. Secondly, before Windows 95 and Word, we often had to create wine
\nlists with said labels, pasting them, one by one onto blank sheets in which to
\nshow the guests who dined at a particular restaurant what wines were available.
\nIt was a painstaking process, so very analog, but it was something that helped
\nsell the more unfamiliar wines into an Italian, French, American or whatever
\nstyle of restaurant we worked with. Suffice to say, that kind of thing went the
\nway of the dodo bird (thank God!) and the PC revolution changed the way we composed
\nand created wine lists. But I still have a box of labels with which I sometimes
\ntake a stroll down memory lane with.<\/span><\/p>\n

And those labels tell a history of the evolution of wine
\nduring the period from, let’s say 1981-1995. Some think it was the beginning of
\na Golden Age for wine in America. Folks got into wine drinking not just as a
\nway to more easily deliver alcohol to the body, thus bestowing a mellow aspect
\nto one’s self. It was a workaday world, after all \u2014 a week of stress and
\npressure \u2014 and wine was a welcome vehicle for a momentary retreat, an evening
\nof relaxation and maybe a little bit of euphoria. Yes, I said it. Folks didn\u2019t
\njust drink wine because of the minerality. The buzz factor figured into it as
\nwell, but I digress.<\/span><\/p>\n\n\n\n\n
<\/a><\/td>\n<\/tr>\n
Original photo of mine re-styled by AI<\/span><\/i><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n


<\/span>The French figured out decades ago what the Sicilians have
\nonly recently realized \u2014 that the sunlight was worth more with their own name
\non the label. Took a while. Lately, Bordeaux is stumbling a bit but Sicily is
\nhaving their moment in the sun and reaching straightaway into the hearts of
\nwine lovers all over the world. There’s a certain justice in that. Selling the
\nsunlight used to mean selling it to someone else. These days it’s sold direct.
\nPass the sunscreen.<\/span><\/p>\n

\u00a0<\/span><\/p>\n

P.S. \u2014 On a related note, I took a look at Dallas’ new appetite for “coastal Italian” restaurants for D Magazine this month. Some of them are selling the sunlight too \u2014 just not the kind you can drink. link here: https:\/\/www.dmagazine.com\/publications\/d-magazine\/2026\/august\/authentic-coastal-italian-cuisine-dallas\/<\/a><\/span><\/i><\/span><\/p>\n

\u00a0<\/span><\/p>\n

\nwine blog +\u00a0 Italian wine blog + Italy W<\/p>\n<\/div>\n\n","protected":false},"excerpt":{"rendered":"

Recently I was, what else, talking wine with a friend. Sicily came up (we were sipping on a Grillo) and the notion of just how far Sicilian wines had come, not only in the aspect of quality, but in the perception of quality. 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