From 17 million liters, 22.7 million bottles and a total turnover of 147.5 million euros in 2019 to over 28 million bottles, 21 million liters and a turnover of over 182 million euros in 2020 . With a +26 percent mark in the space of a year, Primitivo di Manduria (Taranto), the Doc of the Apulian red – an authentic brand and one of the best known internationally – continues its expansion and consolidates its success of these years. Of course, some time has passed since the identifying wine of this area, on the border between Tarantino and Salento, had no labels, prestige or market visibility. It was a blending wine, good for strengthening the productions of others. Today, however, a completely different story is told. Primitivo Doc di Manduria makes its way, conquers market shares, pushes agricultural businesses into generational turnover and strengthens its positioning in the high-end segment.
The numbers
Some numbers give the idea of this evolution: Doc constitutes 91.6% of the entire bottled, Riserva Doc 7.9%, natural sweet Docg 0.5%. Another important fact is that 70% of the production is destined for abroad. While for the last harvest it is reported that the yield was low, about 35-40% less than in 2019, «but the fruit was of excellent quality with a high concentration of sugars. A harvest that will be remembered among the best ».
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Generational change in the countryside
These are all numbers that refer to the activity of the Manduria Protection Consortium which is associated with 57 companies and over 1500 winegrowers while the production area embraces 18 municipalities, of which 15 in the province of Taranto and 3 in that of Brindisi. Mauro di Maggio, president of the protection consortium, explains that «the growth is the demonstration that our cellars focus on the Doc and that the passion of consumers does not diminish. Our wine area – he adds – is changing skin faster than others thanks to an economy that is growing and able to make further leaps in quality. To these data, which do not surprise us, we must then add the generational change ».
The work that is transformed
For the president of Maggio, «there are many young people who are entering this sector with the desire to continue the work of the“ old ”winemakers and with high skills and great passion. Work in the countryside is transforming – underlines di Maggio – and our companies, small and large, operate in multifunctional activities ranging from the transformation and corporate sale of wine to wine tourism. Finally, 35% of our cellars have attracted the energies of the new generation, young wine lovers who have a very wide preparation ».
And putting together ethical communication, sport combined with food and wine qualities, as well as national and international hospitality, is the leitmotif of an online training plan (due to Covid distancing) promoted by the Protection Consortium and aimed at entrepreneurs and agronomists. Launched with the collaboration of Sistema Impresa and Confcommercio Taranto, the training, which started on 9 April, will now go on with three other events: “Ethical communication and netiquette” (30 April), “Sport and wellness in synergy with the food and wine qualities of territory “(May 7) and” National and international welcome “(May 21).