The DOC (Denominazione di Origine Controllata) wine certification is now 50 years old, an anniversary to celebrate for the Italian food and agriculture sector. A half-century has passed since the approval of the 1963 law which put in place a first line of defence for names related to geographic origins in order to protect the producers of the grape varieties, as well as offer more guarantees to consumers. The move followed the first legislation of its kind passed in France for this type of label, the AOC (Appellation d’Origine Controlée), in 1919, with Italy opting for its own way to safeguard quality and establish a product’s authenticity in relation to its area of production. Today the DOC seal can be found on 334 Italian wines, 73 of which boast the DOCG (Denominazione di Origine Controllata e Garantita). Italy’s national framework is compatible with the DOC and IGP regimes accepted by Europe. There will be many occasions this year to reflect on the Denominazione as a tool for both protecting and promoting products either directly or indirectly. At Vinitaly, the report “50 Years of Italian DOC” was presented, and is accessible on the official site of the Ministry of Agriculture.