Lionel Collection "10 GOAT" Primitivo IGT Puglia Red Wine 750mL

Lionel Collection ‘10 GOAT’ Primitivo IGT Puglia is a bold, sun-ripened southern Italian red from Lionel Messi’s personal wine label — sourced from Puglia’s ancient Primitivo vineyards, where the grape’s naturally high sugar concentration produces one of Italy’s most intensely fruit-forward reds.

The Lionel Collection was built around Messi’s dual identity — Argentine heritage, European career — and the ‘10 GOAT’ range draws from premium wine regions that match the expression of that ambition. Puglia, in the heel of Italy’s boot, is the heartland of Primitivo: a grape related to Zinfandel, thriving in the region’s intense heat and clay-limestone soils, producing wines of concentrated dark fruit, natural richness, and deep color.

This IGT expression — Indicazione Geografica Tipica, allowing varietal freedom outside strict DOC rules — delivers Primitivo at its most direct: dark cherry, blackberry jam, chocolate, and warm spice without the restraint of traditional blending requirements. Aged in oak to add structure, finishing with the characteristic warmth of Puglia’s heat-driven viticulture.

Tasting Notes

Nose: Blackberry jam, dark cherry, chocolate, and dried fig with warm vanilla spice. Palate: Full-bodied and rich — concentrated dark fruit, chocolate, licorice, and sweet oak with soft, ripe tannins. Finish: Long and warming, with dark fruit and spice persisting.

Specs

Producer: Lionel Collection. Grape: Primitivo. Appellation: IGT Puglia, Puglia, Italy. Style: Full-bodied red wine. Size: 750ml.

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Frequently Asked Questions

What is Primitivo?

Primitivo is a red grape variety indigenous to Puglia in southern Italy, genetically identical to Zinfandel. It thrives in the region’s intense heat and produces wines of deep color, high natural sugar concentration, and rich dark fruit — one of Italy’s boldest and most distinctive varietals.

What is the Lionel Collection?

A wine label created by Lionel Messi in collaboration with Argentinian and European winemakers, reflecting his dual heritage. The ‘10 GOAT’ range — named for his number 10 jersey and Greatest of All Time status — sources from premium wine regions across Italy and Argentina.

How does the Primitivo compare to the Syrah in the same range?

The Primitivo from Puglia is richer and jammier — blackberry, dark cherry, and chocolate with soft ripe tannins — reflecting Puglia’s heat and the grape’s natural sugar concentration. The Syrah from Sicily is darker and more structured with smoked meat, pepper, and firmer tannins. Both are full-bodied but distinct regional expressions.