Yep, that Jim Kerr. In a brexit thread I've moved from Bwm's feeble minds to Jim Kerr's Simple Minds. A step up...?

It's a lovely hotel, by the way, with a spiffing view of Etna from the terrace of every room. I get a lovely little company called The Sicilian Experience, Italia Nel Mondo, to tailor-make my Sicily holidays, who can do it cheaper than I ever can. Jim, when in Sicily you should be drinking only Nero d'Avola (or Nero Mescalese, grown on the slopes of Etna). When in Napoli it should be Lacrima Christi grown on the slopes of Vesuvio, and when in Puglia it should be Primitivo or Negroamaro. Tsk. And I think your wine is Terre Arse, as I recall a rather decent Marsala, Jim, just the thing to round off a good pasta dinner...

Apparently, the corporate video promoting your wine had a gorgeous young woman suggesting breathily, ‘Let’s try Terre Arse. Breathe in its intense aroma…’ :-)