A year of successes for the Consortium for the Protection of Primitivo di Manduria

Novella Pastorelli “Primitivo di Manduria will continue to be the protagonist of a story that intertwines territory, tradition and innovation. A narrative that the Consortium is proud to share with the entire world".

2024 was a year full of milestones for the Consorzio di Tutela del Primitivo di Manduria, which confirms its role as a protagonist in the promotion of one of the symbolic wines of the Apulian territory. A path made of promotion, protection and innovation, with an eye always turned to the future and the challenges of a constantly evolving market.

Primitivo di Manduria has traveled far this year, making itself appreciated as always in Italy and abroad. No less than 38 international events have seen the Consortium as a protagonist in strategic markets such as Germany, the Czech Republic, Denmark and Poland. Each event has been an opportunity to tell the uniqueness of the Dop Manduria by bringing it to the attention of an increasingly large and passionate public.

“Among the most significant moments – explains Novella Pastorelli, president of the Consortium for the Protection of Primitivo di Manduria – was the celebration of the 50th anniversary of the DOC, which took place during the 56th edition of Vinitaly through masterclasses and conferences. Moments that not only consolidated the prestige of the denomination but also reaffirmed the value of Primitivo di Manduria as a national cultural heritage. Another important stage was that of Venice, a city that is a symbol of art and luxury, where, in the historic location of the Casino, we had the honor of presenting our wine in a highly prestigious international context. To complete this visibility strategy, advertising on national television networks and in the airports of Brindisi, Bari and Milan Malpensa, which further strengthened the image of the Dop Manduria as an ambassador of Made in Italy”.

Not just international events. This year, the Consortium hosted eight internationally renowned journalists from countries such as Korea, the USA, Singapore and Canada. Thanks to the collaboration with Gambero Rosso International, the guests explored the territory, visited the member wineries and discovered the beautiful landscapes. An initiative that helped strengthen the bond between territory and wine, telling a story of excellence that goes beyond the bottle.

The surveillance and protection of Primitivo di Manduria are one of the main priorities of the Consortium, which has invested considerable resources to guarantee the quality and authenticity of the wine, while protecting the brand and its denomination. The Consortium has implemented a proactive and widespread approach through the training of internal staff, preparing them to take on the role of surveillance agents.

Thanks to this strategy, 120 samplings were carried out on an international and online scale, demonstrating the commitment to continuous and widespread surveillance. This year, the inspectors were present in Germany, Switzerland, Denmark, the Czech Republic, Poland and Italy, monitoring the market positioning of Primitivo di Manduria bottles and online channels to prevent fraud and protect the quality of the product.

“The protection and supervision of the Primitivo di Manduria brand are a fundamental aspect of our activity – states Pastorelli – that the Consortium has always approached with great seriousness and determination. Over the years, we have undertaken numerous opposition actions against the improper use or unauthorized imitations of our brand in various international markets. In the past, we have taken legal action in Turkey, Germany, Vietnam, Chile, China and Italy to protect the authenticity and prestige of our denomination. We await the official outcome but our commitment continues with determination. Defending the brand is essential to protect companies and safeguard the end consumer”.

2024 also saw a significant focus on training . Courses were organized for members on fundamental topics such as bottle labeling according to the new EU Regulation, phytosanitary defense and the different species of leafhoppers. At the beginning of 2025, a special focus will be dedicated to Neuro Selling and Neuro Marketing with Professor Vincenzo Russo, Professor of Consumer Psychology and Neuromarketing at the Free University of Languages and Communication IULM in Milan, who will guide participants on a journey through consumer psychology and innovative sales techniques.

"The future of the Consorzio di Tutela del Primitivo di Manduria is already in full swing," Novella Pastorelli enthusiastically states. "In the first months of 2025, we will be present at prestigious international food and wine events, such as Wine Paris 2025, Food Expo Greece in Athens and ProWein in Düsseldorf. These will be perfect opportunities to let the world know about the uniqueness of our wine, which embodies all the strength and history of our territory."

Looking to the future, Pastorelli underlines an ambitious goal: "The vinification of Primitivo di Manduria DOC Rosato represents an important challenge that aims to diversify and enrich our offer, keeping the values of tradition intact".

"This year's balance sheet - he concludes - is not only a celebration of the goals achieved, but above all a springboard towards new horizons and new challenges. Primitivo di Manduria will continue to be the beating heart of a story that intertwines territory, tradition and innovation. It is a narrative that we are proud to share with the world".