Grape cultivation reached Greece towards the end of the 3rd millennium bce, and Italy around the beginning of the 1st millennium bce. From the 8th century bce onward, systematic viticulture expanded, and wine became deeply embedded in Greco-Roman society at all levels. It was the beverage of choice for both the wealthy and the poor, a major intoxicant in the ancient world, and an essential source of energy in the daily diet. Wine was widely used in religion, feasts, and medicine, and was considered a key marker of civilized culture. Combined with the vine’s high productive potential and its low agronomic needs, all this made wine a primary feature of the agrarian economy and an important product of (inter)national trade. Literature, iconography, and archaeology sketch a picture of significant Greek and Roman realizations in vine-growing techniques and winemaking technology, thus testifying to a level of scientific expertise unmatched until the 19th century. The consumption of wine was stratified and diversified, with the market divided between premium vintages for the rich, ordinary wines for the masses, and winery drinks for the lower classes.