What is Primitivo?

Primitivo (pronounced Pree-mee-tee-vo) is a bold red grape known for producing rich, full-bodied wines packed with ripe fruit flavours and warming spice. Often compared to Zinfandel (its Californian twin), Primitivo is deeply expressive, offering a taste of sun-drenched southern Italy in every glass.

We’ve put together this handy guide to help you get to know this popular grape variety and find the perfect Primitivo for your wine rack.

What does Primitivo taste like?

Primitivo wines are typically bold and fruit-forward, with high alcohol and a smooth, velvety finish. Expect flavours of:

Blackberries, Ripe Plums, Dried Figs, Cinnamon, Sweet Spice

Thanks to the warm climate where it’s mostly grown, Primitivo often shows off jammy, concentrated fruit flavours with a touch of chocolate or coffee. It's a great red wine for fans of bold, generous styles — perfect with pizza, pasta, or a midweek treat.

Where does it come from?

Primitivo is best known in southern Italy, especially in the region of Puglia, where the grape thrives in the hot sun and dry conditions. It’s often made as a single varietal wine but can also appear in blends. You might also spot it under the name Zinfandel in California, where the style is similarly ripe but often a touch sweeter.

Italy – Puglia | USA – California | Croatia – Dalmatian Coast

Where should I start with Primitivo?

If you’re new to Primitivo, look for an easy-drinking Puglian bottle – these offer excellent value and generous flavours. For something a little richer and more intense, try a Primitivo di Manduria – a DOC wine from one of the grape’s most prestigious zones.