The Iama Wine Shop, established in 1989, is located on the main road to Oia. Started by Ursula Deneke as a small wine shop in Oia, it has grown into one of the largest wine networking sites in Greece today. With a two-decade experience in marketing wines, the shop stocks a wide range of top quality Greek and international wines and spirits. Wholesale is the main activity at Iamas and the shop is the major supplier for most of the luxury hotels and restaurants in Oia and the surrounding area. From ancient times, Santorini has been the birthplace of some of the finest wines the world has ever produced. It is believed that the volcanic soil is responsible for producing grape varieties that are used to create some very unique wines known for their distinct taste and full bodied flavor. Visitors who come to Santorini every year get to taste some of the local wines and fall in love with them so much so that they would like to order them after they return to their home countries. Iama’s online shop offers almost any brand of Santorinian wine, as well as a whole big range of wines and liqueurs from all over Greece. In summer, the shop organizes free wine tasting once a week and they offer eight different wines for tasting. Prior booking is required for private tasting.