The Consortium for the Protection of Primitivo di Manduria supports the Vinitaly International Academy (VIA) Promotion, protection, supervision and training activities are growing

The Consortium for the Protection of Primitivo di Manduria joins the Vinitaly International Academy (VIA) as a supporter, signing an agreement that establishes the collaboration between the most important Apulian consortium body and the Vinitaly educational structure. The partnership will concern the activities related to "VIA 2024", which will be held in April 2024 with sessions and masterclasses focused on Primitivo di Manduria Doc and Docg.

The preview will take place in Austria on January 25, 2024 at the charming Seehotel in Rust, dedicated to "VIA & Vinitaly Preview Rust". This initiative will allow "VIA" to present previews of next spring's events in Verona, involving sector operators in a walk-around tasting that includes over 100 Italian wines from 20 regions. The event will be enriched by a light dinner and informal networking moments, culminating with the tasting of the excellent Primitivo di Manduria labels, curated directly by VIA.

"The decision to support the Vinitaly International Academy underlines the international character of our denomination. - comments Novella Pastorelli, president of the Consortium for the Protection of Primitivo di Manduria - This important collaboration allows us to offer support to companies, providing them with new promotion and marketing tools to address the complex challenges of the current landscape."

The year 2023 was characterized by intuitive activities promoted by the Board of Directors. First of all the mandatory decision of the "State label" for all bottles of Primitivo di Manduria Doc. The Consortium for the Protection of Primitivo di Manduria has also intensified its promotional activities, spanning both national and international markets. Participation in important events in Germany, Munich, Düsseldorf and Anuga contributed to consolidating the visibility of the Primitivo di Manduria denomination.

In Italy the commitment was equally incisive with the presence at the 55th edition of Vinitaly and the participation in four high-impact events called "Primitivo di Manduria on Tour," held in starred restaurants in Naples, Rome, Conversano (BA), Bologna and Milan. The events offered a unique opportunity to enhance the richness and complexity of Primitivo di Manduria, combining the DOP with dishes designed by great chefs. The synergy between the excellence of the wine and culinary creativity allowed participants to fully immerse themselves in the distinctive flavors of Primitivo di Manduria, appreciating its harmony and authenticity.

The Consortium also participated in Beviamoci Sud, a Roman wine event, and at the Best Wine Stars in Milan, further consolidating the presence of Primitivo di Manduria on Italian territory.

Furthermore, the incoming activities, which involved sector operators and international journalists, made it possible to raise awareness of the Manduria DOP territory, thus contributing to an increase in awareness and knowledge of the entire production area with its 18 common.

At the same time, through the creation of 10 courses, offered both online and in person, the Consortium has provided a significant contribution to the in-depth study of winemaking topics. These activities actively involved the members of the Consortium and a large and interested public, creating an inclusive and informative learning environment in which to share knowledge and explore the most complex aspects of the wine world. It all took place in the completely renovated setting of the Uggiano Montefusco (Manduria) headquarters.

Important innovations have also been made in the surveillance sector with the training of internal staff to carry out the role of supervisory agents starting from July 2023.

The commitment of 3 employees made it possible to complete a widespread surveillance program with 70 samplings carried out throughout the national, international and online territory. This active approach to supervision demonstrates the Consortium's constant commitment to guaranteeing the quality and authenticity of Primitivo di Manduria, thus consolidating the reputation of the PDO on the market and strengthening consumer trust in the denomination.

"Our promotional activities, such as the recent launch of the commercial on Mediaset during the holidays, the campaigns in the airports of Bari and Brindisi and the posting of public signs in the various municipalities play a fundamental role - says Pastorelli - In 2024, we will further intensify these initiatives to communicate clearly and incisively that at the top of the Primitivi pyramid there is the PDO Primitivo di Manduria. We want to represent the different facets of this denomination, from the coastal strip to the hinterland, involving our companies and the 18 municipalities included in the area of production".