One of the key grapes of the ever-growing Puglia wine industry is the Negroamaro, a native grape of this southern Italian region, famed for its deep, bloody red color and excellent set of flavors Indeed, many of the finest and most highly esteemed full bodied red wines of Puglia are made using the Negroamaro varietal grape, and it is grown most notably in the Salento area of the region, where it makes several types of red wine enjoyed locally and sold overseas. The name 'Negroamaro' means 'black-bitter', giving some clue as to one of the key features of the grape. Wines made with Negroamaro do indeed hold quite a lot of earthy bitterness, but generally are celebrated for their 'rustic' taste and extremely aromatic qualities. The southern Italian region of Puglia, known as the 'heel' of the country, is home to Italy's most up and coming wineries, keen to demonstrate to the world that the poor reputation they had in the seventies and eighties no longer applies. The wines of Puglia are certainly full of character, often big, bright and juicy, and full of strong dark fruit flavours. The Puglian wines are also renowned for being slightly more alcoholic and structured than those found further north, giving wine drinkers plenty to experience and discuss when sampling the region's complex and fascinating wares. Puglia is, in essence, a region of deep traditions, and the wine makers there are determined to stick to their traditional techniques and methods, and keep the unique identity of Puglian wine alive in the twenty first century.