2026 Harvest: Healthy Grapes and High Quality for Primitivo di Manduria

The 2026 Primitivo di Manduria harvest has just concluded, delivering a particularly positive outcome in terms of quality, with healthy, intact grapes characterised by high alcohol content .

This is the assessment drawn up by the Consortium for the Protection of Primitivo di Manduria at the end of the harvest.

The harvest, which began earlier than usual, confirmed an overall favorable situation in terms of health and quality. Quantity, however, was down approximately 20% compared to last year .

The weather also positively influenced the growing season. High summer temperatures led to an early harvest, without compromising the health of the grapes or their qualitative characteristics. Initial assessments therefore indicate a medium-high quality vintage, with particularly interesting prospects for the wines in terms of structure, concentration, and aromatic intensity .

From volume growth to value growth

The growth in bottled wine has sparked some reactions in recent weeks, particularly from those who work exclusively in grape production and not directly in the subsequent processing and bottling stages.

The difficulty arises from the fact that the growth in volumes placed on the market has not yet been matched by a similar increase in the value recognized for the grapes .

However, these are two different indicators. The increase in bottled wine represents a positive sign for the appellation's stability and commercial viability, but it does not automatically and immediately lead to an increase in grape prices.

In this context, the latest available data are particularly significant: Primitivo PGI recorded an overall growth of 6%, while Primitivo di Manduria PDO achieved an increase of 12.6% .

These numbers should be viewed not as a point of arrival, but as a foundation from which to build. They demonstrate the denomination's ability to endure and grow in the markets and, at the same time, clearly indicate the challenge for the coming years: transforming commercial growth into value growth , so that the results achieved produce concrete benefits along the entire supply chain.

"The quality of the 2026 harvest must be adequately recognized financially," the Consortium emphasizes. "Behind every grape lies hard work, investment, expertise, and sacrifice. Our responsibility is to work so that the growth of the denomination can gradually translate into greater value for the territory and more adequate compensation for all operators."

The Consortium creates balance, it does not determine prices

From this perspective, it is necessary to clarify the role of the Protection Consortium.

The Consortium cannot set or impose the price of grapes , which remains determined by supply and demand dynamics and by commercial negotiations between operators in the supply chain. Instead, it can use the tools at its disposal to foster a more balanced balance between production, processing, and bottling, through data analysis, planning, protection of the denomination, and a shared strategy.

The evolution of European legislation is also moving in this direction, progressively strengthening the role of collective organizations in the management, protection, promotion and valorization of denominations .

The goal, therefore, cannot be to fuel conflict between the various components of the supply chain, but to create the conditions for grape producers, processors, and bottlers to contribute to the overall growth of Primitivo di Manduria.

Managing change without losing identity

The wine sector is currently facing profound changes: climate change, changing consumption patterns, new markets, and changing purchasing habits.

In this scenario, even the production regulations , which preserve the identity and history of a denomination, must be capable of accompanying its evolution when production, climatic and market conditions require it.

Evolving doesn't mean losing your identity. It means preserving it over time through thoughtful, shared choices that are consistent with the local area.

It is within this perspective that the process of introducing Primitivo di Manduria as a rosé wine also fits in, with the aim of expanding the denomination's offering, intercepting new market segments and responding to evolving tastes and consumption patterns, while maintaining a strong link with the territory.

A necessarily collective strategy

The second key element is the collective dimension . The challenges facing the sector cannot be solved individually. They require shared objectives, data knowledge, planning, and accountability from all stakeholders in the supply chain.

In recent years, the Consortium has already adopted several tools aimed at supporting the balance of the denomination: from the suspension of new registrations in the vineyard register until 2030 , to contain the expansion of production potential, to the introduction of the State band , to protection and surveillance activities, up to the request for tools that allow for increasingly precise knowledge of the vineyard areas and promotional actions on national and international markets.

In view of the upcoming production campaigns, the Consortium is also evaluating additional supply management tools, with the aim of achieving a better balance between production and demand.

Overcoming oppositions and building value

The conclusion of the 2026 harvest must therefore also represent an opportunity to overcome the controversies and bring the debate back to a common perspective.

Primitivo di Manduria has demonstrated its quality, identity, recognizability, and market potential . The next phase must be to build its value.

The challenge is not simply to sell more bottles, but to ensure that a greater presence on the markets generates greater value for the denomination, greater profitability for the companies and increasingly adequate remuneration for the winemakers .

"Contrasts don't help the denomination. Production, processing, and bottling are part of the same supply chain and share the same future. Only through responsibility, planning, and collaboration will it be possible to consolidate the results achieved and ensure that the growth of Primitivo di Manduria translates into growth in value for the entire region."