(Ahram) - As wine consumption in Italy dwindles, exports of Italian wine rises, and success is expected to come from an emphasis on marrying legendary fashion house names with wines. There are two cliches about Italians that generally hold true. One is that they dress well. Another is that they make great wine. Now the two industries are joining forces in a publicity push designed to capture the US market and boost Italy's global wine exports. Italy already comes first in terms of volume of world exports, with a market share of 22% as of 2010. According to Coldiretti, Italy's Agricultural association, Italian wine exports rose 13% from 2010 - 2011 to a value exceeding 4 billion euro. This is an all time high.