Turkey is reviving its ancient wine culture in Anatolia, led by winegrowers who are producing quality wines using native grape varieties and promoting wine tourism. The Urla and Çesme area, known for its suitable soil and climate for vineyards, is playing a significant role in this revival. However, the high taxation and low quality of wine have limited its popularity among the public. Despite the Islamist government's conservative views on alcohol, the Ministry of Culture and Tourism is supporting wine tourism initiatives. Local wineries are also experimenting with local strains, despite their harshness compared to international varieties.