Urgup is the centre of Cappadocia's growing wine scene, which is something of a surprise in a predominantly Muslim country. The volcanic soil and high altitude of the region — around 1,000 metres — create conditions well-suited to viticulture, and Cappadocia has been producing wine since antiquity. The local Emir white grape and the darker Öküzgözü and Boğazkere varieties from eastern Anatolia are the stars.
Several wineries operate in and around Urgup, some with cave cellars carved from the tuff. Kavaklidere and Turasan are among the larger producers; smaller family operations dot the surrounding villages. The town centre has several wine bars where you can work through a tasting without committing to a cellar tour. This is a distinctly more relaxed and sophisticated side of Cappadocia than the fairy chimney scramble, and a good way to spend an afternoon after the main sightseeing.