Primitivo of Gioia del Colle is a well-known, internationally coveted wine. With a limited production of only 1 to 1.5 million bottles per year, it is gaining consensus worldwide within wine specialists, guides, and international fairs. A valuable quality niche which is recently getting pace in Thailand as well, where a rich agenda of tasting sessions and wine masterclasses was organized in Bangkok since July 2020, through a project funded by the European Union, the Italian Ministry of Agriculture, and Puglia Region. Along with other activities, a promotional video presenting the features of this remarkable area in the South of Italy and directed by Luca Desiderato was launched yesterday for the Thai market. The video was shot in Gioia del Colle and it is conceived as a journey through the architectural and naturalistic beauties of this part of Italy where this outstanding Primitivo is produced. A lucky circumstance wanted the Italian word “Gioia” to mean “Joy” in English: the video plays with this coincidence until the final epilogue. The testimonial chosen for the campaign is the Thai entrepreneur Ruenruedee Prachayaphruet – who first started importing the Primitivo Gioia del Colle DOC into Thailand in 2019.