South Tyrol boasted a developed wine culture long before it was conquered by Drusus in 15 BC. A new era began after the fall of the Roman Empire when Bavarian tribes settled here, creating new structures, impetus and markets. South Tyrol's wine industry flourished during the medieval period when wine was regarded as medicine and became the main beverage. It was often added to water to make the latter drinkable. As elsewhere in Europe, wine-growing went into decline a century ago in the wake of the phylloxera or 'vine louse' epidemic, which devastated vineyards in the Old World. New fungal diseases from across the Atlantic aggravated the wine-grower's plight. These obstacles had hardly been surmounted when the next crisis struck with the annexation of South Tyrol by Italy in 1919. South Tyrol had become specialised as an important supplier of red wines to markets north of the Brenner, especially to its home territory, Austria. These markets were suddenly lost and its new home market, Italy was itself a major producer of red wine. Over time fortunes improved and Switzerland became an important market for South Tyrolean red wines. With time the German and Austrian markets were also regained. As a wine producing region South Tyrol is in a process of rapid change and improvement with the focus on international markets and diversifying its products. This involves optimising the quality and image of local varieties and achieving finest results with international grapes. As a wine producing region South Tyrol has become an important player on the international stage while still retaining its fascination as an area steeped in ancient wine culture.