Just read a newsletter about Novello wines. Seems that the Novello’s since 2002 haven’t been flying off the shelves as they used to do.
So no booming business but sbooming business, yes you read that right sbooming.
In Italy you can sometimes create a word meaning the opposite by putting an ‘s’ in front of it. So congelare (freezing) becomes scongelare (thawing) and a ‘boom’ turned belly up becomes a ‘sboom’. Easy eh?