Turasan

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The big name of Cappadocian wine, and a sensible first stop if you are new to the region's bottles. Founded in 1943 in Ürgüp, Turasan is the area's largest and oldest winery, with a spacious retail outlet and production rooms you can look into. Start with the local Emir, the crisp white that is the house's flagship and a true Cappadocia signature, then taste your way through the reds. There is usually a small free tasting and a fuller paid one, so it works whether you are browsing or buying. A reliable, well-run introduction rather than a hidden boutique cellar.