During the covid-19 pandemic, U.S. marketing executive Frank Grillo moved to Puglia, Italy, to work remotely and embrace his Italian heritage. Puglia's Pane di Altamura D.O.P. made from locally grown ancient wheat, and Europe's first bread given a protected designation of origin status, sparked Grillo's entrepreneurial spirit to create Altamura, a wheat based premium Italian vodka. Grillo set out to create a "liquid bread" that reflected the umami of Pane di Altamura.

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