When most people think of Italian wines, Sicily’s two most famous wines – Nero d’Avola and Grillo – probably are not the first ones that come to mind. That’s something that Sicilia DOC, a consortium of 130+ wine producers from Sicily, wants to change.

The island’s wine producers, calling Sicily the unsung star of the Italian Mediterranean, are now taking new steps to make Sicilian wines more accessible to tourists, especially those from the United States. The idea is simple: the same tourists visiting Italian wine regions like Tuscany could also be visiting the lesser-known wine regions of Sicily. As a result, Sicilia DOC is making sure as many people as possible know about Sicily as a wine destination worth visiting.

Thus far, Sicilia DOC has seen some success in its marketing of the region. For example, in 2016, Sicilian wineries reported a 35 percent increase in the number of tourists. And in 2017, the very influential Wine Enthusiast named Sicily a Top 10 Wine Travel Destination.

“Interest and demand for our wines is increasing as more Americans have ventured to the island, bringing home a love of Sicily and asking for more of our fresh, friendly and accessible red and white wines on restaurant menus and at retail locations across the country,” says Antonio Rallo, President of Sicilia DOC.

Over the past three years, exports of Sicilian wines have risen by more than 60 percent. But most of this new demand is coming from Asia and Germany, where Sicilian wines are now paired with dishes such as sushi or sausage.

But the American market has been more difficult to crack. Partially this is due to the unfamiliarity of many Americans with how to travel to and from this region. As a result, some of Sicilia DOC’s marketing initiatives are aimed at highlighting just how easy it is to get from the Italian mainland to the island. The island of Sicily may seem like it’s worlds away, but it’s actually just 2 miles off the southern coast of mainland Italy.

And there are plenty of other features of Sicily – the exotic location, the stunning natural landscape (including the largest active volcano in Europe), the ancient ruins, the 900 miles of shoreline, and the melting pot of culture and flavor – that would seem to resonate well with U.S. tourists. It’s simply a matter of developing greater name recognition with American wine drinkers.

Sicilian wineries, too, are stepping up their game. Some now offer concierge-style experiences that appeal to wine experts, while others include warm, welcoming hospitality experiences to woo the casual drinker.

Within the U.S., social media could become one way to attract the casual wine drinker. Sicilia DOC, for example, has set up a social media presence on Facebook, Instagram and Twitter to highlight Sicilian wines and wine pairings. Online users intrigued by Sicily might then ask their local wine store or restaurant if they have any Sicilian wines to try.

So the next time you’re in the Italian aisle of your local wine retail store, it could be time to check out a bottle of Nero d’Avola, now considered to be one of the Mediterranean’s most regal red wines.