Primitivo Orion 2023, Li Veli

This is southern Italian red at its juiciest. On the nose, Orion offers waves of blackberry jam, ripe black cherry, and fig, laced with cocoa powder and a hint of licorice. There’s a dark, earthy undertone—dried herbs, cracked pepper, and a whiff of dusty Mediterranean brush.

On the palate, it’s plush and generous, with velvety tannins and warming fruit flavors that unfold into layers of plum compote, clove, and dark chocolate. A streak of acidity keeps it lively and food-friendly, while a gentle toastiness from large neutral oak adds a finishing touch of elegance. This is a crowd-pleasing red with real Puglian swagger—rustic in the best way, and ready for a backyard feast.

About the Winery

In the sun-soaked lands of southern Puglia, Masseria Li Veli is helping to redefine what Apulian wine can be. The estate sits on the ancient Via Appia in the town of Cellino San Marco, halfway between Brindisi and Lecce. Though the original cellar dates back to the early 20th century, Li Veli’s modern story begins in 1999, when the Falvo family—former owners of Avignonesi in Tuscany—brought new vision to this historic site.

Li Veli focuses almost exclusively on native grapes, especially the region’s beloved Primitivo and Negroamaro, as well as lesser-known varieties like Susumaniello and Verdeca. Their goal? To elevate Puglia’s traditional grapes with the same care and precision given to Italy’s more famous regions.

The vineyards are planted on clay-limestone soils, with old-vine bush-trained plots that thrive in the region’s hot, dry climate. Farming is sustainable, with careful water management and minimal inputs. The winery blends tradition with innovation: fermentation happens in modern stainless steel tanks, but aging often takes place in large neutral oak barrels or cement tanks to retain freshness and avoid over-oaking.

What sets Li Veli apart is their balance of richness and restraint. These are wines of bold character—sunny, generous, and unmistakably southern—but they’re also crafted with a light touch and a clear sense of place. Their “Orion” bottling of Primitivo is a flagship wine: robust, expressive, and deeply rooted in the land it comes from. If you’re new to Puglia, this is the place to start.