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There is one thing that really breaks the heart of Vicente S. Quimbo, Founder and President of Bel Mondo Italia Corp. (BMIC), maker of Novellino wines: that any homegrown product is considered inferior. Continue below.

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The fact that Novellino wines have made waves here and abroad is testimony that Philippine-made products are also of quality and compete internationally.

Novellino is diminutive for Novello, a quaint little town in the Piedmont region of Italy, home of Novellino's winemakers.

The name also aptly describes the innovative nature (novel) of the wine as well as it's the Italian (-ino) character. Novello is also home to his Italian wine makers who come here three to four times a year.

Novellino is a licensee of a U.S. company. It is the first of its kind and the only one in Southeast Asia.

Its manufacturing plant located in Valenzuela has four fermentation tanks with 30,000 liter capacity each tank. He invested over $1 million but had already recovered such investment.

Although the wine market in the country is still relatively small and highly seasonal product, the country's imports of wine has been posting a double digit-growth.

"Wine is a highly seasonal product and that is during Christmas just like Queso de bola," Quimbo said.

Quimbo exactly knew his market, a non-traditional wine drinking country.

BMIC has chosen to specialize in the manufacture of red wines, which are sweeter than the dry wines of the traditional wine drinking countries are fond of.

Wine is also an aspirational product, a lifestyle product to most Filipinos unlike the Europeans who considered wine as a staple.

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