Italian Wine and Its Internationalization: Brands and Denomination of Origin from the End of the 19th Century to Fascism

In the second half of the 19th century, the nascent Italian wine industry found itself obliged to acknowledge the newest oenological technologies and in need of increased sales on foreign markets through advertising and the creation of brands. As part of the modernisation process, it was clear that good Italian wines had to sport elegant labels which could transmit the beauty of their regions of origin. In the Belle Époque, landscapes and old buildings were used on labels and in advertisements, as were other high visual impact elements, such as works of art, industrial plants and folklore, which remained in use during the fascist period, too. In this context, when economic aspects were decisive, advertising was a key factor for new markets and for the creation of a positive image, which was also made up of graphics and captivating texts.