Recently, the Consorzio di Tutela del Primitivo di Manduria in the southern Italian region of Puglia has applied to the regional government to stop granting DOC status to new vineyards in the region for three years from July 31, 2020. level certification. This application has been approved by the Puglia Regional Authority.
Image from: Italian Wine Network
The main purpose of this decision by the Association of Manduria Primidivo Wine Regions is to balance supply and demand in the market and to guarantee a stable state of price system and quality. The global wine market is in the doldrums due to the New Crown epidemic and it will take a long time to restore order. At the moment, the AOC Primitivo di Manduria is not the most difficult of all Italian wine regions due to the fact that the average price is in the low to medium range of the wine market and that sales are mainly through large retail distribution (GDO) channels. Nevertheless, it is necessary to control wine production in the medium and long term.
In addition, this decision will facilitate the further management of the production chain, such as vineyard size and planting and winemaking, by the Appellation Association. In the last four years (2016-2019), the area of vineyards at the Appellation level of Primitivo di Manduria DOC has grown significantly, from 3,460 to 4,592 hectares, an increase of more than 30%.
The rapid growth of the vineyard area is due to the market recognition and preference for Primidivo wines. In the Chinese market, for example, consumers are very fond of the sweet and intense Primitivo wines. According to official figures from the association of the Primitivo di Manduria appellation, the appellation sold 23 million bottles or 17 million liters of red wine in 2019, 92% of which were red wines from the Primitivo di Manduria DOC appellation. The region"s wine sales reached reached 140 million euros, an increase of 12% over 2018, with 70% of sales coming from overseas markets outside Italy.
In response to the medium- and long-term market impact of the New Crown epidemic, Italy's major wine regions have taken various control measures to regulate the market balance. In the same way as the Primitivo di Manduria DOC, the Sicilia DOC wine appellation association has recently decided not to grant DOC status to new vineyards in the appellation for three years from August 1, 2021. The decision was also made recently by the Etna DOC Association.