Giowine—'The Italian Link to the Americas'—is targeting the cruise industry with its selection of fine Italian wines, featuring just one top producer from each region. 'Giowine is not a broker,' Miami-based VP Ricardo March stressed. Instead, the company sees itself as an ambassador of Italian wine and culture. The Italian lifestyle revolves around sharing the best products of the land with friends, he said.

For example, March extolled Piemonte's exquisite white truffles and the powerful but elegant Beni di Batasiolo's Barolo DOCG, made from nebbiolo grapes and with a bouquet of dried fruit, flowers, spices, sweets and delicate herbaceous aromas. One of the things that sets Giowine apart is its dedication to famliy producers of outstanding quality wines. 'Family-owned' winemakers aren't necessarily small or lacking recognition.