Puglia is not only one of Italy’s most important wine-producing regions in terms of volume and variety-it is also becoming increasingly visible on the international stage. Despite fierce competition and demanding consumers, Apulian wines have managed to establish themselves, gain recognition, and find importers across several global markets.
This international projection is no coincidence. It results from a combination of distinctive native grape varieties, consistent quality, export strategies, and a steadily growing appeal among wine lovers.
Tariffs or Not, the United States Remain a Key Market
Among the most important destinations for Apulian wines is the U.S. market. According to data from Nomisma Wine Monitor, Puglia accounts for about 6% of Italian wine exports to the United States-an impressive figure considering the sector’s competitiveness and the strong presence of established international wines, along with ongoing concerns over trade tariffs.
The United States has historically been one of the primary global markets for Italian wines. The success of Apulian wines like Primitivo di Manduria or Negroamaro Salento reflects their ability to appeal to international palates while maintaining a strong sense of regional identity.
Europe: Germany, the UK, and Beyond
Apulian wines are also finding success in Europe. Countries like Germany, the United Kingdom, France, and Spain represent well-established markets for Apulian exporters, thanks to widespread wine culture and a growing interest in Mediterranean and native varietals.
In these countries, Apulian wines are featured in horeca channels (restaurants, wine bars) and retail distribution. They’re often associated with full-bodied reds but also with versatile whites and rosés that appeal to consumers looking for distinctive Mediterranean flavors.
Other Growing Markets
Beyond the European Union, the UK, and the U.S., there are signs of increasing interest in regions such as Canada and Japan, where consumers are open to Italian wines with personality and depth.
Even within Europe, countries like France are showing increased appreciation for Apulian wines-not only in the mid-price range but also for more structured, terroir-driven offerings. This diversification strengthens the region’s international presence, ensuring that Apulian wine exports are not overly reliant on a single market.
Why Apulian Wines Are Winning Abroad
The success of Apulian wines in export markets isn’t just about numbers-it comes down to intrinsic qualities:
- A bold and recognizable aromatic profile, with native grapes like Primitivo and Negroamaro offering fruit-forward, structured wines
- Exceptional food-pairing versatility-from Mediterranean dishes to international cuisine
- Great value for money, making them highly competitive in global markets
Primitivo di Manduria, for instance, is one of the best-known Italian wines abroad-celebrated for its bold, fruity profile. Meanwhile, rosés and whites designed for Mediterranean cuisine are finding increasing success on global tables.
Apulian wines are no longer a hidden gem. From the U.S. to Central Europe and beyond, bottles from Salento and all over Puglia are telling the story of a region that has turned winemaking tradition into a globally recognized voice.