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Primo is winemaker Alessandro Michelon's Puglia appassimento: Primitivo and Negroamaro part-dried on the vine in the warm coastal wind. Baked cherry, plum and vanilla in a full, velvety red made for slow-cooked beef.
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Michelon's team twists every other bunch on the stem so the grapes dry in Puglia's warm wind before picking. Drinkers on Vivino score the result 4.1 from nearly 2,000 ratings.
Baked black cherry and plum lead, backed by raspberry, a redcurrant edge and a sweep of vanilla. The part-dried fruit gives it the jammy, sun-baked richness the style is known for.
Black cherry
Blackberry
Plum
Prune
Raspberry
VanillaFull-bodied and velvety, with soft tannin and enough acidity to keep the ripe fruit in check. Drying every other bunch on the vine concentrates the wine well past most everyday Puglia reds.
Long and warm, closing on dried berries and a soft vanilla trail.
Drinkers on Vivino score it 4.1 across nearly 2,000 ratings, and Majestic compares its plush, velvety feel to Valpolicella's dried-grape reds. Drink it young with rich food; it is built for the table, not the cellar.
Majestic is the wine's UK home; the live offers below track its current price and stock. The 2023 bottling is sealed with a screwcap.
Where Primo lands for food matches, value, beginner appeal, cellaring, everyday drinking and occasions.
Soft tannin, ripe fruit and an easy, famous style make it a safe first Italian red.
Full body with soft tannin suits slow-cooked beef, lamb and baked pasta; too plush for delicate fish.
Open-and-pour friendly and under £15, though its warm, generous strength makes it a weekend red more than a midweek one.
Around £13 buys real appassimento concentration, mid-pack against comparable dried-grape Puglia reds at £9-15.
An entry-level IGT red: right for a stew night with friends, not a statement bottle.
Puglia IGT with no ageing mandate; drying gives richness, not decade-long structure. Drink within about three years.
Scoring is rule-based and deterministic. The model and weightings are documented in our Wine Fit Score methodology.
A compact view of what the Puglia denomination actually requires, and how this bottle sits inside it. Pulled from the official Italian disciplinare.
Drink-now / hold guidance reflects general style cues for this wine, not a forecast for a specific bottle. Where vintage-level editorial notes exist, they appear above.
Drying grapes on the vine cuts the juice yield before a single bottle is filled. That, more than oak or ageing rules, sets Primo's price.
Italian wine law sorts bottles into a pyramid. DOCG sits at the top: tightly drawn boundaries, prescribed grapes, mandatory ageing, government tasting before release. DOC is the same idea with looser thresholds. IGT (Indicazione Geografica Tipica) is broader still, requiring only that 85% of the grapes come from the named territory.
Puglia is in the IGT tier. That is not a quality verdict, it is a description of how much freedom the producer has at vinification and ageing.
Puglia falls within Puglia, covering Bari · Barletta-Andria-Trani · Brindisi · Foggia · Lecce · Taranto.
Majestic's product notes describe Michelon's crews stem-twisting alternate bunches so they dry in the wind. That is a manual pass through every row before picking even starts.
Part-drying concentrates the fruit but shrinks the yield; Orion's Puglia dried-grape range dries around half the crop before pressing, per its Italian retail listings.
IGT rules let Michelon source Primitivo and Negroamaro across the whole region rather than one DOC zone, which keeps the base wine affordable.
At the 14.5% strength Majestic lists, UK duty is about £3.34 a bottle; add VAT and roughly £5.50 of a £13 shelf price is tax before any wine is paid for.
Vivino drinkers pour it with beef, lamb and pasta, and Majestic's own tip is a rich, meaty stew. The cards below say why those work.
A full, velvety red needs food with the same weight. Long-braised beef matches Primo's body, and the dried-fruit ripeness folds into the gravy instead of fighting it.
Try with: Beef stew · Lamb shank · Venison stew · More pairings →
Slow-cooked tomato turns sweet and savoury at once, and Primo's baked cherry and plum sit on the same wavelength. The soft tannin will not clash with the cheese on top.
Try with: Lasagna · Ragu alla bolognese · Agnello Ragu Lucano · More pairings →
Lamb fat coats the mouth; the wine's acidity and warm strength cut through it, while the plush fruit flatters the meat's sweetness.
Try with: Roast Lamb with Mint Sauce · Leg of lamb · Rack of lamb · More pairings →
Sticky glazes and charred edges need a wine with its own ripe sweetness of fruit. Primo's dried-grape concentration meets the glaze halfway, in the way a lean, tart red cannot.
Try with: BBQ ribs · Korean BBQ
Chilli heat amplifies the wine's warm strength and makes it taste hot and heavy. At the other extreme, raw shellfish is crushed by the dried-fruit weight; pour a crisp dry white such as Vermentino instead.
Skip with: Lamb bhuna · Nigiri Sushi · Oysters · Pairing guide →
Best in the years above; holds without falling over either side.
A short splash decant softens the first-pour edge and opens the aromatics.
Puglia IGT with no ageing mandate; drying gives richness, not decade-long structure. Drink within about three years.
£14.00 is the lowest tracked offer for the current vintage and we have no signal of further discounting.
Read directly from each retailer’s public product page once a day. Last refresh: 10 Sep 2026, 01:01 BST. We do not hold stock and we do not accept payment for placement.
Confidence · HighDrawn from what drinkers consistently report on Vivino and Wine-Searcher, summarised in our own words. A crowd read across many tasters, not a single critic.
Confidence · MediumFrom the official Italian disciplinare for this denomination, cross-checked against the Ministry of Agriculture register.
Confidence · HighOur reading of the price, drawn from the disciplinare, public UK duty rates, and typical landed-cost benchmarks. Not a quote from the producer or a retailer.
Confidence · MediumStyle guidance for this kind of wine at this price point. Treat it as advice, not a forecast for the bottle in your hand.
Confidence · MediumPrimitivo and Negroamaro, both Puglia natives. Majestic lists Primitivo as the lead grape, and Vivino's page for the wine names the same two varieties.
Most dried-grape wines shrivel picked bunches indoors on racks, the Veneto way. Primo dries them on the vine: the crews twist every other bunch's stem so it shrivels in Puglia's warm wind before picking, concentrating sugar and flavour.
Alessandro Michelon, co-founder of the Trentino-based Orion Wines project. Majestic credits him as the first winemaker outside Veneto to take this drying method south.
Rich, slow-cooked meat: beef stew, lamb shank, lasagna or a proper ragu. The plush, dried-fruit style stands up to big flavours, and Majestic's own tip is a rich, meaty stew.
It is a dry wine, but drying the grapes makes the fruit taste riper and rounder, so it reads plush rather than sugary. Expect baked cherry and plum, not dessert-wine sweetness.
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