Are Montepulciano the grape and Montepulciano the town the same thing?

No. The Montepulciano grape is grown mainly in Abruzzo and makes Montepulciano d'Abruzzo. The town of Montepulciano is in Tuscany and makes Vino Nobile di Montepulciano, which is Sangiovese. It is the most common mix-up in Italian wine.

Is Pecorino a cheese or a wine?

Pecorino is a white grape native to central Italy that makes a mineral, fresh wine with real character. According to tradition, the name comes from 'pecora' (sheep), because sheep used to eat the grapes. It has no direct link to the cheese, but the confusion is a fantastic selling tool.

What is Cerasuolo d'Abruzzo?

It is a rosé (DOC since 2010) made from Montepulciano. 'Cerasuolo' comes from the word for cherry, after its deep colour. It has more body than a Provence rosé and works almost like a light red. Ideal with pasta, white meats and cured meats.

🇮🇹RegionEmergingRecognition: Medium

Abruzzo

Abruzzo is Montepulciano country: a grape that turns out reds of extraordinary value. Cerasuolo d'Abruzzo is one of Italy's finest rosés, and Pecorino (the grape, not the cheese) is emerging as a cult white.

Montepulciano as the engine of value, Cerasuolo as the benchmark rosé and Pecorino as the breakout white.

Key facts

Country

Italy

Type

Region

Prestige

Emerging

Recognition

Medium

Wine types

red wines, white wines, rosé wines

Subzones

Montepulciano d'AbruzzoTrebbiano d'AbruzzoCerasuolo d'AbruzzoColline TeramaneControguerraVillamagna

Main grapes

MontepulcianoTrebbiano AbruzzesePecorino PasserinaCococciola

Usual styles

Young red

Oak-aged red

Food-friendly rosé

Mineral white

Winerim view

What it signals on a wine list

Wine-list perception

Abruzzo signals honest value and everyday Italy. Montepulciano d'Abruzzo is one of the best-value reds in the world. Pecorino surprises both as a name and as a wine.

When to highlight it

Montepulciano d'Abruzzo: always, as the good-value Italian red on the list. Cerasuolo: as a serious rosé for food. Pecorino: when you want to surprise guests with a name that gets people talking.

Guest profile

Value seekers, trattoria regulars, lovers of unpretentious Italian food. The name 'Pecorino' sparks instant curiosity.

Best sales angle

Montepulciano sells on value for money + Italy. Cerasuolo sells on style (a rosé with body). Pecorino sells on its name (the mix-up with the cheese = a guaranteed conversation).

Usual role on the list

ValueReliableDiscovery

Practical hospitality use

How to position Abruzzo on a real wine list

A quick operating read to turn Abruzzo into buying, recommendation and library navigation.

Guest reading

Abruzzo works when guests understand whether they are buying prestige, local identity, value or discovery.

Floor cue

Present Abruzzo with one grape, one style and one dish; the region stops feeling abstract.

List role

Use it to structure the list by territory and open paths to related grapes, styles and pairings.

Define an entry reference and a premium reference so Abruzzo has a commercial path.

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Comparable regions

Denominations that compete in guest perception or a similar segment.

PugliaSicilyLanguedoc-RoussillonLa Mancha

Common mistakes

Confusing Montepulciano (the Abruzzo grape) with Vino Nobile di Montepulciano (Tuscan Sangiovese)

Listing only cheap Montepulciano d'Abruzzo: Colline Teramane DOCG is another level altogether

Not explaining that Pecorino is a grape, not a cheese: it is the best selling tool on the floor

Overlooking Cerasuolo: a rosé with deep cherry colour, body and character that works like a light red at the table

Suggested pairings

Arrosticini (Abruzzese lamb skewers)

Pasta alla chitarra with ragù

Pecorino cheese

Brodetto (Adriatic fish stew)

Bocconotto (filled Abruzzese pastry)

Frequently asked questions

Connected library

Explore related library entries

Connect this page with related grapes, regions, styles and pairings.

MontepulcianoConnected library PecorinoConnected library PasserinaConnected library PugliaConnected library SicilyConnected library Languedoc-RoussillonConnected library La ManchaConnected library

Related tools

Tools to put it into practice on your wine list.

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Bring Abruzzo into your list with criteria

Winerim connects regions, denominations and commercial perception directly to your wine-list workflow.

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