Primitivo di Manduria at the Merano Wine Festival: 35 labels and a growing denomination.

Thirty-five labels, three typologies, and a denomination that continues to grow, even in a challenging time for the wine market. Primitivo di Manduria arrives at the Merano WineFestival 2026 with a selection capable of conveying the multiple interpretations of a region that has built its winemaking identity through generations of winemakers, production traditions, and a constant focus on quality.

Now in its 35th year , the Merano WineFestival returns to the evocative setting of the Merano Kurhaus. Elegance, a commitment to quality, and a culture of food and wine define an event that has built a recognizable identity over the years, becoming a meeting place for producers, industry professionals, the trade press, and enthusiasts.

The Consortium for the Protection of Primitivo di Manduria will be present from 6 to 9 November in the GourmetArena, at table 12 , with two tasting stations and 35 labels representing the DOC and DOCG denominations.

The selection will include the three protected types: Primitivo di Manduria DOC, Primitivo di Manduria DOC Riserva, and Primitivo di Manduria DOCG Dolce Naturale . This journey will allow visitors to experience the different expressions of the denomination, through wines that share the same geographical origin but reflect different production sensibilities, characteristics, and interpretations.

The tastings will be led by the Consortium's internal sommeliers , who will be responsible for serving the wines and interacting directly with operators, journalists, and visitors.

Participation in the Alto Adige event comes at a significant time for the appellation. According to NielsenIQ data, in the first eight months of 2026, Primitivo di Manduria DOC recorded a 7.5% increase in value and 11.4% in volume in the Italian market. This trend bucks the trend of the national wine sector, which in the same period saw a 2.8% decrease in volume and 1.3% in value.

These figures place Primitivo di Manduria among the denominations showing positive trends and taking on particular importance in a scenario characterized by more selective consumption and new market demands.

"The growth of our denomination, despite recording a positive trend, cannot be evaluated solely through numbers ," says Novella Pastorelli, president of the Consortium for the Protection of Primitivo di Manduria . "In fact, the increase in volumes has not yet corresponded, due to the crisis affecting the global wine market , to a proportional increase in the economic value of the product, as was the case in the past. However, it is important to underline how, even in a particularly complex market context, the promotional and valorization activities carried out by the Consortium for the Protection of Primitivo di Manduria have contributed to maintaining the high appeal of our denomination , as demonstrated by the 11.4% increase in volumes sold , which has further strengthened its positioning on the market. This is a significant result, which testifies to the importance of the work carried out in support of the denomination and the entire production chain. I am convinced that this economic phase is gradually coming to an end and I hope that, starting from the next harvests, could also record growth in terms of economic value , capable of fully reflecting the quality and prestige that Primitivo di Manduria has already achieved and which is recognised at an international level".