A general view of the Tenuta dell'Ornellaia estate's vineyard in the village of Castagneto Carducci in Tuscany September 21, 2011. Financial markets may have turned sour but well-heeled consumers, especially in Asia, are still thirsty for renowned top quality wines, such as Italy's most expensive red Masseto. Fine wines with prices starting at triple digits have become brands like top watches or cars, whose high quality and wide name recognition give consumers a much sought after investment security, Giovanni Geddes, chief executive of the Tenuta dell'Ornellaia estate which makes Masseto, told Reuters. To match Reuters Life! WINE-ITALY/MASSETO REUTERS/Tony Gentile (ITALY - Tags: SOCIETY FOOD)