Vineyards Magazine

Satisfaction for the Protection Consortium

The Primitivo di Manduria grows and grows in all its variants: Primitivo di Manduria Dop, Primitivo di Manduria Riserva Dop e Primitivo di Manduria dolce naturale Docg .

Almost 13 million liters, equivalent to just over 17 million bottles, of which 70% are exported, for an estimated value of around 100 million euros (domestic consumption of around 30 million euros and abroad of around 70 millions of euros). An increase of 13.87% compared to 2016 which once again confirms the supremacy of great doc in the major markets of the world.

These are the actual numbers of the year 2017 for Primitivo di Manduria. In particular, the DOP represents 91.2% of the entire bottled, the 8.1% Reserve and the natural sweet DOCG 0.7%.

The novelty concerns the increase for the DOCG (first DOCG in Puglia) and for the Reserve.

In 2017, about 95 thousand liters of Docg were bottled, equivalent to about 127 thousand bottles with an increase of 33.45% compared to the previous year.

In the sector Primitivo di Manduria Riserva Dop there was a sector growth of 24.27% compared to 2016 for a total of just over one million liters equivalent to almost one and a half million bottles. Data that support the “premiumization” process of Primitivo di Manduria, ie consumers tend to prefer more expensive bottles perceived as higher quality.

The Primitivo di Manduria Dop also grew by 12.90% for a total of almost 12 million liters, equal to about 16 million bottles.

“The Primitivo di Manduria is no longer a novelty, but a pillar of the wine industry not only in Puglia but also in Italy. – says satisfied Roberto Erario, president of the Consortium for the protection of Primitivo di Manduria – It is a wine that knows no crisis, especially abroad with an important exploit on all markets “.

“We have won new members, – continues Erario – the Consortium currently boasts 46 wineries and bottling companies and over 900 winemakers. The promotion and communication projects are becoming fundamental to make our wines and the territory that expresses them abroad known. Soon, for example, the machine of the great Primitivo Taste Experience project – Il Primitivo di Manduria in Chinese and American glasses conceived by us consists of incoming activities and participation in foreign fairs. A good bet on our identity that today is increasingly a distinctive element of the Puglia brand. Ours is a rich, flourishing and growing territory and I would like to thank all the companies, both the big and the small ones, who produce this wonderful doc with sacrifice and passion “.

But who drinks Primitivo di Manduria?

The Primitivo di Manduria is the Apulian doc that is part of the Top five of the most exported wines with a turnover of around 100 million euros, especially loved by the X generation (37 – 57 years). Present all over the world.
The final consumer of Primitivo di Manduria in general is a career man, cultured and refined who loves to consume wine from Puglia inspired by the behavior of “luxury”. He drinks it during an important business dinner, to celebrate an anniversary or during a marriage proposal. Normally he chooses it for the perfect harmony between body and taste.

46% of consumers are women. It is estimated that almost half of the turnover obtained from the sale of the product in Italy and abroad is given by the women’s market. He chooses it for his unmistakable bouquet: rich, complex, ample and fruity, with notes of Mediterranean scrub.

The senses are exacerbated and very sensitive to the minimum effluvium and the female palate discovers subtlety that that of men ignores. Women drink little but well, less quantity but more quality so they choose Primitivo di Manduria.