Everything you need to know about Puglia wine culture

What to drink where and how to pair Puglia wine with regional dishes

In the sun-bleached heel of Italy, wine is more than a drink — it's a story told through soil and centuries of tradition. Welcome to Puglia, where grapevines stretch across the landscape like patchwork, old men still crush grapes with their boots, and family names are tied to barrels as much as birth certificates.

You might know Tuscany or Piedmont for their glossy labels and global fame, but Puglia is where wine stays rooted. Here, vintners are reviving history, not chasing trends or hype. And the best part? The experience is immersive. You don’t just taste wine, you taste terroir, legacy, and the hum of a culture still connected to the land.

Let’s uncork the essentials: which wines to try, where to find them, and how to pair them with the dishes they were made to accompany.

1. Primitivo in Manduria

Full-bodied, Bold, and Iconic

Where: Manduria and Salento

Try it if you like: California Zinfandel, but with more soul

Tasting notes: Think blackberry, plum, warm spice, and a whisper of tobacco

Pair with: Grilled lamb, orecchiette with beef ragù, or slow-roasted pork

Primitivo is arguably the king of Puglia wine. Grown primarily in the south around Manduria, this grape packs a punch but keeps a silky finish. It thrives in the heat, producing high-sugar grapes that lead to rich, intense reds. Look for labels with Primitivo di Manduria DOC or the more prestigious DOCG Riserva. Barrel-aged versions bring out chocolate and coffee notes that turn a simple dinner into a celebration.

At wineries like Feudi di San Marzano or Trullo di Pezza, you can tour vineyards planted in ancient red soils, taste directly from the barrel, and walk away with bottles made just feet from where the grapes grew.

2. Negroamaro from Salento

Earthy, Smoky, Deep

Where: Lecce, Brindisi, and Taranto provinces

Try it if you like: Syrah or Malbec

Tasting notes: Black cherry, coffee, plum, and a little rustic edge

Pair with: Spaghetti all’assassina, aged cheeses, wild boar ragu

Negroamaro means “bitter black” in Italian, but its profile is far more generous than that name implies. It's the workhorse grape of Salento, and yet, when handled with care, it creates wines of brooding beauty. Expect a full body, a smoky finish, and a tannic backbone that begs for bold dishes.

Leone de Castris in Salice Salentino was the first to produce rosé from Negroamaro (the legendary Five Roses), but their reds are just as compelling. You’ll find small producers throughout Salento offering tastings in rustic cellars where family dogs nap at your feet and grandma still makes the taralli.

3. Nero di Troia from Northern Puglia

Structured and Age-Worthy

Where: Foggia province and Castel del Monte

Try it if you like: Cabernet Sauvignon or Sangiovese with edge

Tasting notes: Dark fruit, black pepper, rose petals, and leather

Pair with: Braised beef, game, or hard pecorino

Nero di Troia (also known as Uva di Troia) is the noble grape of northern Puglia, especially around the Castel del Monte DOCG zone. Wines from this grape are complex and age beautifully, often spending time in oak to round out their tannins.

The terroir here is cooler, hillier, and wind-swept. Vineyards near the UNESCO-listed Castel del Monte offer not just amazing wine but also incredible views. Rivera and Torrevento are two standout producers, where you can taste wine in historic settings, often paired with local cured meats and wood-fired focaccia.

4. Susumaniello

Puglia’s Comeback Grape

Where: Brindisi and surrounding areas

Try it if you like: Tannat, Tempranillo, or bold Grenache

Tasting notes: Blackberry, currant, fresh herbs, and wildflower

Pair with: Stuffed eggplant, lamb skewers, or rustic vegetable stews

Nearly extinct just decades ago, Susumaniello has returned to the spotlight thanks to local winemakers who saw its potential. It's often blended but increasingly used solo in wines that are deeply pigmented, youthful, and vibrant.

Tenute Rubino in Brindisi is leading the charge with elegant expressions of this grape. Their cellar tastings are some of the best in the region, often led by the winemakers themselves.

5. Rosé from Negroamaro and Primitivo

Crisp, Dry, Coastal

Where: Throughout Salento and Valle d’Itria

Try it if you like: Provençal rosé, but with more personality

Tasting notes: Strawberry, watermelon, sea salt, and herbs

Pair with: Raw seafood, grilled shrimp, or a burrata-topped salad

Puglia makes some of Italy’s most underrated rosés (rosati), and many come from grapes like Negroamaro and Primitivo. They’re not sugary or bland, these are dry, structured, and food-friendly.

Some of the best come from Cantine San Donaci and Leone de Castris, where rosé has been perfected over generations.

6. Fiano and Verdeca

Elegant white wines for the Mediterranean table

Where: Valle d’Itria and Locorotondo

Try it if you like: Chenin Blanc or Soave

Tasting notes (Fiano): Honey, pear, white flowers, almond

Tasting notes (Verdeca): Green apple, citrus, saline minerality

Pair with: Grilled fish, seafood pasta, or roast chicken with lemon

While reds dominate the reputation, Puglia’s whites are having a quiet renaissance. Fiano brings richness, while Verdeca keeps things light and zesty. Both are perfect for long lunches under the pergola.

I Pàstini in Locorotondo is known for its award-winning whites. Stop in for a tasting after a morning exploring the nearby trulli houses.

Wine tourism tips in Puglia

Wine tasting in Puglia isn’t rushed or overly polished, it’s personal. Visits are often led by the winemaker themselves or a family member who knows every vine by name. But most wineries don’t run on a walk-in model. You’ll need to book in advance, especially at the smaller, family-run estates where tastings are private and time is given freely.

1. English is usually spoken, especially at places used to hosting international guests, but don’t be surprised if a local phrase or two sneaks in — it only adds to the charm.

2. If you want the best of Puglia wine country, plan your trip in the shoulder seasons — April to June, or September to early November. These months offer mild weather, fewer tourists, and a chance to see the vines heavy with grapes or the press in full swing. Summer can be stunning, but scorching. Winter, while cozy, may mean fewer wineries are open for tours.

3. Pair your tasting with food whenever you can. Many cantinas serve local cheeses, olives, friselle, or pane di Altamura alongside their pours. These aren’t just snacks — they’re part of the story. Primitivo with aged pecorino. Negroamaro with sun-dried tomatoes and grilled eggplant. Every bite deepens your understanding of what’s in the glass.

4. Stay nearby to make the most of it. Villas like Borgomadre give you direct access to Puglia’s top wine roads — from the red-drenched landscapes of Salice Salentino to the crisp whites of Locorotondo. And after a day of tasting, there's nothing better than coming back to a poolside aperitivo and reliving the day’s discoveries under the olive trees.

Puglia wine checklist

1. Primitivo di Manduria DOCG

Bold, sun-soaked, unforgettable.Rich, jammy, full of black fruit.Pair with: Orecchiette with braciole, grilled lamb with rosemary.

2. Negroamaro

Earthy, dark, and a little wild.Smoky, with notes of cherry, plum, and espresso.Pair with: Spaghetti all’assassina, charred octopus.

3. Susumaniello

Rare, rebellious, revived.Tart berries, spice, minerality — high acidity and color.Pair with: Burrata and grilled vegetables, wild boar.

4. Nero di Troia

Structured, complex, age-worthy.Floral nose, inky finish — excellent with age.Pair with: Roast duck, aged cheese, slow-cooked meats.

5. Five Roses Rosato

Historic, iconic, irresistible.Dry, floral rosé made from Negroamaro.Pair with: Crudo di mare, focaccia barese, or sunset.

6. Locorotondo DOC / Minutolo / Verdeca

Crisp, coastal, endlessly drinkable.Dry whites with floral and citrus notes from Itria Valley.Pair with: Grilled sea bream, lemony pasta, fava purée.

7. Fiano

Textured, floral, golden.Honeyed with pear, peach, almond, and citrus.Pair with: Lobster, crab, or aged ricotta.

8. Bonus tip: Ask for the house wine

Vino della casa in Puglia is often local, unlabelled, and excellent. Don’t miss it!

Why Puglia wine belongs on your radar

Puglia isn’t trying to be the next Tuscany. It doesn’t need to be. Its wine culture is humbler and infinitely more welcoming. You’re not a guest here, you’re a participant. One who’ll remember both the taste of Primitivo and the old stone cellar where you first tried it. The winemaker’s handshake. The sunset over the vines.

From the bold reds of the south to the crisp whites of the Itria Valley, from ancient techniques to forward-thinking vintners, Puglia offers a wine journey rooted in place, people, and passion.

And if you’re staying at Borgomadre, consider this your basecamp for tasting. We can help plan private cellar visits, arrange transportation, and even bring the wine to you with an in-villa sommelier experience. Just say the word.

Salute!

Book your stay