Discover the roots of Apulian wine culture in the land where it all began: Gioia del Colle, the birthplace of Primitivo. It was here, in the 18th century, that the very first Primitivo vine was planted—starting a tradition that would make this bold, expressive red one of Italy’s most iconic wines.

This guided wine experience takes you inside a local, family-owned winery, where that same spirit lives on. You’ll explore the production area, walk (or ride) through the surrounding vineyards, and taste multiple expressions of Primitivo—each with its own personality, richness, and history.

You’ll be welcomed directly by the winemakers and guided through a relaxed, intimate tasting session, with small local bites to elevate the flavors. No staged show, no crowd—just a genuine connection to the land, the wine, and the people behind it.

Want more? Add an optional e-bike ride through the very fields where this ancient grape still grows today.