A wine resale shop in Rome in the 1950s.
At that time, wine was sold in the "fiasco," that is, a pear-shaped 1.5-liter bottle protected by a straw casing at the base, which allowed the fiasco to stand upright. Nowadays, wine, even in Italy, is almost all distributed in Bordeaux-style bottles. The Bordeaux bottle (750 ml) made its appearance in Italy mainly between the late 18th and early 19th centuries, following the Napoleonic invasions. However, its mass commercial diffusion in Italy occurred much later, starting in the 1950s and 1960s.














