Primitivo is the bold, sun-loving grape of southern Italy, a variety that seems to soak up Puglia’s heat and pour it straight into the glass. Known for its dark, juicy flavours of blackberry, plum, black cherry, and sweet spice, it’s a grape that wears its warmth proudly. The tannins are typically soft and generous, the alcohol often a touch higher, and the overall feel is plush, ripe, and irresistibly full-bodied. There’s an upfront charm to Primitivo, a sense of easy pleasure and Mediterranean abundance, seasoned with hints of liquorice, cocoa, and dried herbs from the region’s red, iron-rich soils.

What makes Primitivo so appealing is its pure hedonism, balanced by a surprising streak of freshness when grown in cooler or higher-altitude sites. In Puglia’s Manduria and Gioia del Colle, the grape can show real complexity, with layers of spice, savoury notes, and mineral lift beneath the fruit. Though genetically linked to Zinfandel, Primitivo’s Italian expressions tend to be more structured, slightly earthier, and shaped by the Adriatic’s cooling breezes. Whether bottled in a bold, modern style or a more traditional, rustic form, Primitivo delivers richness without pretence, a wine that fills the senses with sunshine, generosity, and southern Italian soul.