In late 2013 the Turkish government introduced new regulations on alcoholic drinks that made it illegal to advertise, publicise or sell alcohol over the internet. The wine industry initially went into shock, but it quickly realised that to stay viable it would need to look at alternative methods of marketing its products. One of the most innovative solutions was developed by a group of 12 boutique wine producers in this region, who banded together to devise the Trakya Bağ Rotası (Thrace Wine Route).