When you picture Italy, chances are you imagine Tuscany.
Rolling hills, cypress-lined roads, Renaissance villages, long lunches and glasses of Chianti overlooking the vineyards. And while Tuscany absolutely deserves its reputation, it also attracts millions of visitors every year.
But some of Italy's greatest wine experiences happen just beyond the spotlight.
Head a little further east and you'll discover Umbria, Marche and Abruzzo – three remarkable regions producing exceptional wines, unforgettable food and breathtaking landscapes, often with fewer crowds and a far more authentic feel than many of Italy's famous destinations.
These are places where you'll find locals outnumbering tourists, family wineries that have been making wine for generations, and lunches that somehow stretch into the late afternoon because nobody is in a hurry.
If you love discovering places that feel genuinely Italian rather than simply famous, these three regions deserve a place on your itinerary.
Photo: Barrea Lake, L'Aquila, Abruzzo, Italy
Umbria: Tuscany Without the Tourists
If you've always dreamed of Tuscany but not the crowds, Umbria Italy might just steal your heart.
Nestled in the heart of central Italy between Tuscany, Lazio and Marche, the Italy Umbria region is one of only two regions in the country without a coastline. It's a place of rolling vineyards, olive groves, sunflower fields and perfectly preserved medieval towns, yet somehow remains overlooked by many international visitors.
The landscapes are every bit as spectacular.
You can spend the morning wandering the beautiful streets of Assisi, Umbria, Italy, enjoy lunch overlooking the valleys around Perugia in Italy, then find yourself sipping local wine as the sun sets over the hills.
The Assisi Province of Perugia, Italy is world-famous as the birthplace of St Francis, but there's so much more to discover throughout the region of Umbria.
Explore the flower-filled laneways of Spello, Italy, lose yourself in the medieval charm of Todi, Italy, admire the history of Gubbio, Italy, or visit the magnificent cathedral in Orvieto, Italy, located in the Province of Terni, Italy.
If you have a little more time, spend an afternoon beside beautiful Lake Trasimeno, where lakeside cafés and long lunches feel wonderfully untouched by mass tourism.
It's the kind of Italy that makes you slow down.
Photo: Marmore Falls, Umbria, Italy
What wines should you look for in Umbria?
Umbria quietly produces some of central Italy's most distinctive wines, including:
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Sagrantino di Montefalco – one of Italy's most powerful reds, packed with structure, dark fruit and remarkable ageing potential.
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Rosso di Montefalco – a softer, more approachable local red that shines with traditional Umbrian cooking.
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Orvieto DOC – elegant white wines with citrus, floral notes and gentle almond characters.
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Grechetto – one of Italy's most underrated white varieties, offering freshness, texture and beautiful food-friendly balance.
These are wines designed to sit alongside long lunches rather than dominate them.
And that's exactly what makes them so enjoyable.
Marche: Italy's Adriatic Hidden Gem
Drive east from Umbria until you reach the Adriatic Sea and you'll arrive in Marche Italy, or Le Marche Italy, as many locals affectionately call it.
Somehow, it still flies under the radar.
Here you'll find spectacular beaches, dramatic mountain scenery, vineyard-covered hills and charming fishing villages without the crowds that flock to Italy's more famous destinations.
It feels local because it is local.
Markets overflow with seasonal produce, restaurants proudly serve regional dishes and many wineries are still family-run businesses where hospitality comes naturally rather than being carefully choreographed.
Take time to wander elegant Urbino, Italy, a UNESCO World Heritage city rich in Renaissance history, or enjoy an afternoon in beautiful Ascoli Piceno, with its stunning travertine piazzas and incredible local food culture.
If you enjoy discovering places before everyone else does, Marche delivers in every sense.
Photo: Misa River, Senigallia, Marche, Italy
What wines should you try in Marche?
The region is particularly famous for its exceptional white wines, including:
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Verdicchio dei Castelli di Jesi – one of Italy's finest whites, known for citrus, green apple, minerality and remarkable ageing potential.
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Verdicchio di Matelica – slightly richer and more structured thanks to its inland location.
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Rosso Conero – generous Montepulciano-based reds with savoury complexity.
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Rosso Piceno – approachable blends of Sangiovese and Montepulciano that are made for pasta, pizza and grilled meats.
Verdicchio alone is worth making the trip for.
It's one of Italy's greatest hidden treasures and remains one of the best-value white wines you'll find anywhere in Europe.
Abruzzo: Mountains, Coastline & Incredible Value
Continue south into Abruzzo Italy, one of the country's most spectacular yet underrated regions.
Stretching from the Apennine Mountains to the Adriatic coastline, Abruzzo combines rugged national parks, vineyard-covered hills, medieval villages and beautiful beaches into one remarkable destination.
It's wild, authentic and refreshingly unpretentious.
For years, Abruzzo quietly supplied wine across much of Italy, but today a growing number of family-owned producers are proving just how exciting the region can be, producing wines with incredible character and exceptional value.
Spend time exploring elegant Sulmona, Italy, discover historic L'Aquila, Italy, wander through Chieti, Italy, or enjoy seafood along the coast near Pescara, Province of Pescara, Italy.
Wherever you go, you'll encounter proud Abruzzese traditions, warm hospitality and a deep connection between food, family and wine.
Photo: Pacentro, Abruzzo, Italy
What wines is Abruzzo famous for?
Some of the region's standout wines include:
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Montepulciano d'Abruzzo – generous reds bursting with dark cherry, plum and soft spice, making them incredibly versatile with food.
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Trebbiano d'Abruzzo – crisp, refreshing whites that pair beautifully with seafood and Mediterranean dishes.
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Cerasuolo d'Abruzzo – one of Italy's great rosé styles, vibrant, savoury and endlessly drinkable.
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Pecorino – a wonderfully fresh white variety with citrus, minerality and growing international recognition.
With cooling influences from both the mountains and the sea, many Abruzzese wines strike that beautiful balance between richness and freshness that makes them so easy to enjoy.
Why These Regions Feel So Special
Part of what makes Umbria, Marche and Abruzzo so memorable is that they haven't become destinations built around tourism.
You'll still find locals chatting over espresso in the piazza.
You'll still stumble across tiny wineries where the person pouring your tasting is the same person who pruned the vines that winter.
You'll still sit down for lunch and realise three hours have somehow disappeared.
Accommodation is often better value.
Restaurants feel genuinely local.
The pace is slower.
And rather than feeling like you're ticking famous landmarks off a list, you'll feel like you've briefly become part of everyday Italian life.
Photo: Spello, Umbria, Italy
The Final Pour
Some of Italy's best experiences aren't found in the places you've heard about a hundred times before.
They're found wandering through Assisi before breakfast.
They're found watching the sun set over Lake Trasimeno with a glass of Grechetto.
They're found enjoying seafood on the Adriatic in Marche with a chilled Verdicchio.
They're found sharing a bottle of Montepulciano d'Abruzzo in a tiny village where the menu hasn't changed in generations because nobody thinks it needs to.
These are places where wine isn't a luxury.
It's simply part of life.
And perhaps that's why everything tastes just a little bit better.
If you're planning your next Italian adventure, or simply looking for something new to pour into your glass, don't stop at Tuscany.
Some of Italy's greatest discoveries are still waiting just around the corner.
And after all... discovering somewhere before everyone else does is one of life's great indulgences.