We typically know Apulian wines as heavy, dark bottles with golden labelling. The Puglia Pop wine house deliberately breaks with this norm. Their bottles are colourful, cheerful and unconventional. "We want to change the way people think about the world of Apulian wine," says Hugo Rojo de Castro, the brains behind the fledgling project. The Spaniard has lived in Puglia for 20 years: "For me, Puglia is a feeling, it's the expression of a mood, it's joy, it's light-heartedness, it's warmth and colour, it's the Mediterranean soul of us people of Latin origin." Local, traditional varieties and a modern bottle design inspired by popular culture characterise the wines of Puglia Pop.
But what is this typical Apulian attitude to life? It's a fine meal during a day at the beach, in a restaurant with a view of the turquoise blue sea, frutti di mare and a cool white wine. It is also the scorching sun, the red earth, lined with dry stone walls. Where ancient olive trees, century-old vines and fig trees are cultivated on simple, picturesque country estates. Puglia is passion and joie de vivre, like an energetic dance to the rhythms of the pizzica. It is the shimmer of the slightly kitschy luminaria, the typical festive lighting with colourful lights on white frames. And Puglia is Verdeca, Susumaniello and Primitivo!