San Marzano
San Marzano Vini S.p.A. is a 1962-founded Italian cooperative winery in Apulia producing Primitivo di Manduria DOC wines and 40+ SKUs across still, sparkling, dessert, grappa, and olive oil, sold via Italian e-commerce, a Wine Club subscription, winery tastings, and international distributors such as Mottox in Japan.
- Company typePrivate
- Founded1962
- HeadquartersSan Marzano Di San Giuseppe, Italy
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What San Marzano does
San Marzano Vini S.p.A. is an Italian wine producer founded in 1962 in San Marzano di San Giuseppe, in the Apulia (Puglia) region of southern Italy. The company operates as a cooperative winery (cantina cooperativa) with 51-100 employees, producing a broad portfolio of approximately 40+ SKUs across still wines, sparkling wines (Metodo Classico and Extra Dry), dessert wines, grappa, and olive oil, anchored on Primitivo di Manduria DOC/DOCG and other indigenous Apulian grape varieties including Negroamaro, Susumaniello, Fiano, Verdeca, and Vermentino. The flagship Sessantanni Primitivo di Manduria DOP is produced from alberello (bush vine) vineyards over 60 years old. The portfolio is organized into brand tiers including the premium Sessantanni and Anniversario 62 lines, the mid-tier Talò collection, the entry-level Il Pumo and Naca organic lines, the art-focused Tramari rosé with its TramArt project, and sparkling wines under the Calce and Liboll brands.
The company sells through a multi-channel go-to-market: a direct-to-consumer e-commerce platform at sanmarzano.wine (shipping restricted to Italy with free shipping over €100), a San Marzano Wine Club subscription program, by-appointment tastings at the Apulia winery, and international distribution partnerships such as Mottox Co., Ltd. for the Japanese market. Pricing varies by tier and vintage, with international examples such as Tramari 2025 at 1,850 yen per bottle in Japan. Marketing relies on Instagram, blog content, the Wiki Wine educational platform, the TramArt art-fusion collaboration with Toiletpaper Magazine and artists including Pietro Terzini, Agostino Iacurci, and Paul Kremer, and participation in trade events like Vinitaly. International customer segments include HoReCa (hotels, restaurants, cafés) and importers/distributors. The company has no disclosed funding rounds, no parent company, no subsidiaries, and no leadership changes, suggesting a stable, privately-held cooperative structure.
San Marzano firmographics
Firmographics- Name
- San Marzano
- Legal name
- San Marzano Vini S.p.A.
- Website
- https://sanmarzano.wine
- Company type
- Private
- Founded year
- 1962
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- San Marzano Vini S.p.A. is a 1962-founded Italian cooperative winery in Apulia producing Primitivo di Manduria DOC wines and 40+ SKUs across still, sparkling, dessert, grappa, and olive oil, sold via Italian e-commerce, a Wine Club subscription, winery tastings, and international distributors such as Mottox in Japan.
- Ownership category
- akta.pro rank
San Marzano industry classification
Industry- Product category
- Premium Italian Wines
- NAICS
- Wineries (31213), Wineries (312130), Wine and Distilled Alcoholic Beverage Merchant Wholesalers (424820), Beer, Wine, and Liquor Retailers (44532)
- SIC
- Beverages (2080), Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180)
- akta.pro primary industry
- Wine Production & Winemaking (AFAFAAAB)
- akta.pro secondary industries
- Wine & Sparkling Wine Wineries & Brands (CRADAIAB), Wineries & Vineyards (Tasting Rooms) (THAFALAE), Wine Tastings & Vineyard/Winery Tours (THAJAGAD), Fine Wine & Luxury Spirits Retail (CRANABAE)
Keywords
Where San Marzano is headquartered
LocationHeadquarters
- HQ city
- San Marzano Di San Giuseppe
- HQ country
- Italy
- HQ region
- Europe
Offices1 record
Markets served
San Marzano business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Wine Sales: San Marzano generates revenue primarily through the sale of wines including Primitivo di Manduria DOC, rosé wines, sparkling wines, and other Italian wine varieties through their e-commerce platform, wine club, and distribution partners.
- Wine Club Membership: Subscription-style recurring revenue through the San Marzano Wine Club, offering members exclusive wines, benefits, and early access to new releases.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Tramari 2025 rosé wine |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
San Marzano product offering
Product offeringCore offering
San Marzano produces and sells a comprehensive portfolio of Italian wines from Puglia, centered on Primitivo di Manduria DOC, with verticals spanning still reds and whites, rosé, sparkling wines (Metodo Classico), passito dessert wines, grappa, and extra virgin olive oil. The winery sells direct-to-consumers in Italy through its own e-commerce shop and Wine Club, and reaches international markets via distribution partners such as Mottox Co., Ltd. in Japan, supported by a multilingual website (Italian, English, German, Japanese) and the differentiated TramArt art-fusion label program on the Tramari rosé line.
Product overview
San Marzano is an Italian winery producing a comprehensive portfolio of wines from Puglia, centered on the Primitivo di Manduria denomination. The product line is organized across multiple brands: the premium Sessantanni line (flagship wines from 60+ year old alberello vineyards including Primitivo di Manduria DOP, Limited Edition, and Rosé variants); Anniversario 62 reserve wines; the Talò mid-tier collection featuring diverse grape varieties (Fiano, Verdeca, Chardonnay, Negroamaro, Malvasia Nera, Salice Salentino, Nero di Troia, Primitivo, and blends); F Negroamaro representing old-vine quality; the art-focused Tramari rosé with its TramArt artistic label project; entry-level Il Pumo and Naca organic lines; sparkling wines under Calce (classic method) and Liboll brands; dessert wines (Polline Moscato Passito); plus grappa and olive oil. The winery operates an e-commerce platform and Wine Club for direct consumer sales.
Differentiator
Problem solved
Functional benefit
Brands
- Tramari: Rosé wine line made from Primitivo grapes, featuring collaborative labels with artists
- Sessantanni
- Talò
- Liboll
- Il Pumo
- Calce
- F Negroamaro
- TramArt
- Wine Club
Products and services
- Sessantanni Primitivo di Manduria DOP Flagship red wine from Primitivo di Manduria DOP, produced from old alberello (bush vine) vineyards over 60 years old in the Salento area of Apulia. Targeted at premium wine enthusiasts and HoReCa buyers seeking territorial character and DOC quality certification.
- Sessantanni Primitivo di Manduria DOP Limited Edition Limited edition commemorative version of the flagship Sessantanni Primitivo di Manduria DOP, released for special milestones. Targeted at collectors and gift buyers.
- Sessantanni Rosé Salento IGP Rosé wine from Salento IGP, part of the Sessantanni collection celebrating the 60th anniversary heritage. Targeted at rosé enthusiasts and HoReCa.
- Anniversario 62 Primitivo di Manduria DOP Riserva Riserva edition Primitivo di Manduria DOP wine commemorating San Marzano's 62nd anniversary; positioned as the top-tier flagship reserve. Targeted at premium collectors and fine wine programs.
- Talò Primitivo di Manduria DOP Dry red wine from Primitivo di Manduria DOP in the mid-tier Talò collection, full-bodied with elegant tannins (min. 13.5% alcohol). Targeted at everyday wine drinkers seeking quality Primitivo.
- Talò Primitivo Merlot Salento IGP Red blend of Primitivo and Merlot from Salento IGP in the Talò mid-tier collection. Targeted at consumers seeking approachable blended reds.
- Talò Negroamaro Salento IGP Red wine from Negroamaro grapes in the Talò collection from Salento IGP. Targeted at consumers seeking indigenous Pugliese varietals.
- Talò Salice Salentino DOP Red wine from Salice Salentino DOP denomination in the Talò mid-tier collection. Targeted at wine enthusiasts seeking regional DOC reds.
- Talò Nero di Troia Puglia IGP Red wine from the indigenous Nero di Troia grape from Puglia IGP, part of the Talò mid-tier collection. Targeted at consumers seeking native Pugliese varietals.
- Talò Malvasia Nera Salento IGP Red wine from the Malvasia Nera grape from Salento IGP, part of the Talò mid-tier collection. Targeted at consumers seeking indigenous Pugliese red varietals.
- Talò Fiano Salento IGP White wine from Fiano grape variety from Salento IGP in the Talò mid-tier collection. Targeted at consumers seeking aromatic Italian white wines.
- Talò Verdeca Puglia IGP White wine from Verdeca grape variety from Puglia IGP in the Talò mid-tier collection. Targeted at consumers seeking indigenous Pugliese whites.
- Talò Chardonnay Puglia IGP White wine from Chardonnay grape from Puglia IGP, part of the Talò mid-tier collection. Targeted at consumers seeking internationally familiar varietals.
- F Negroamaro Salento IGP Negroamaro wine from three selected old vineyards in the Salento area, representing the quality brand (F di Feudi) for Negroamaro at San Marzano. Targeted at Negroamaro enthusiasts and collectors.
- Collezione Cinquanta Vino Rosso d'Italia Red wine collection representing Italian red wine heritage. Targeted at consumers seeking a celebratory everyday red.
- Tramari Rosé di Primitivo Salento IGP Globally popular dry rosé wine made from 100% Primitivo grapes, featuring artist-designed labels under the TramArt program. Targeted at rosé enthusiasts and lifestyle consumers seeking collectible, art-collectible bottles.
- Susco Susumaniello Salento IGP Red wine from the ancient Susumaniello grape harvested from old vineyards no longer burdened by production demands. Targeted at enthusiasts seeking indigenous Pugliese varietals.
- Amai Susumaniello Rosé Salento IGP Rosé wine from the Susumaniello grape variety from Salento IGP. Targeted at rosé enthusiasts seeking indigenous varietals.
- Edda Bianco Salento IGP White wine from Salento IGP. Targeted at consumers seeking regional Italian whites.
- Sulla Maresco Valle d'Itria IGP White wine from the Maresco grape variety from Valle d'Itria IGP. Targeted at consumers seeking indigenous Pugliese whites.
- Timo Vermentino Salento IGP White wine from Vermentino grape variety from Salento IGP. Targeted at consumers seeking refreshing Italian whites.
- Calce Spumante Metodo Classico Brut Classic method bottle-fermented brut sparkling wine. Targeted at sparkling wine enthusiasts and celebratory occasions.
- Calce Rosé Spumante Metodo Classico Brut Classic method rosé bottle-fermented brut sparkling wine. Targeted at sparkling rosé enthusiasts.
- Liboll Vino Spumante Extra Dry Sparkling wine in Extra Dry style. Targeted at accessible sparkling wine consumers.
- Liboll Rosé Vino Spumante Extra Dry Rosé sparkling wine in Extra Dry style. Targeted at accessible sparkling rosé consumers.
- Naca Primitivo Puglia IGP BIO Organic Primitivo wine from Puglia IGP. Targeted at organic and sustainability-focused wine consumers.
- Il Pumo Bianco Frizzante Salento IGP Frizzante (lightly sparkling) white wine from Salento IGP, entry-level Il Pumo line. Targeted at everyday wine drinkers seeking accessible sparkling whites.
- Il Pumo Rosato Frizzante Salento IGP Frizzante rosé wine from Salento IGP, entry-level Il Pumo line. Targeted at everyday consumers seeking accessible sparkling rosés.
- Il Pumo Malvasia Sauvignon Salento IGP White wine blend of Malvasia and Sauvignon from Salento IGP, entry-level Il Pumo line. Targeted at everyday white wine drinkers.
- Il Pumo Chardonnay Puglia IGP Chardonnay white wine from Puglia IGP, entry-level Il Pumo line. Targeted at accessible white wine drinkers.
- Il Pumo Rosato Salento IGP Still rosato wine from Salento IGP, entry-level Il Pumo line. Targeted at accessible rosé drinkers.
- Il Pumo Rosso Salento IGP Red wine from Salento IGP, entry-level Il Pumo line. Targeted at accessible everyday red wine drinkers.
- Il Pumo Negroamaro Salento IGP Red wine from Negroamaro grapes from Salento IGP, entry-level Il Pumo line. Targeted at accessible everyday red wine drinkers.
- Il Pumo Salice Salentino DOP Red wine from Salice Salentino DOP, entry-level Il Pumo line. Targeted at accessible everyday red wine drinkers.
- Il Pumo Primitivo Salento IGP Red wine from Primitivo grapes from Salento IGP, entry-level Il Pumo line. Targeted at accessible everyday red wine drinkers.
- Polline Moscato Passito Salento IGP Passito-style dessert wine from Moscato grapes from Salento IGP. Targeted at dessert wine enthusiasts and gift buyers.
- 11 Filari Primitivo di Manduria DOCG Dolce Naturale Sweet natural red wine from Primitivo di Manduria DOCG, produced from old alberello vineyards in the Manduria area. Targeted at dessert and sweet wine collectors.
- Sessantanni Grappa di Primitivo Grappa spirit distilled from Primitivo grape pomace, part of the Sessantanni line. Targeted at spirit enthusiasts and gift buyers.
- Olio Extra Vergine di Oliva Extra virgin olive oil from Puglia, Italy. Targeted at gourmet food consumers and gift buyers.
- San Marzano Wine Club Membership club offering exclusive wine access, member benefits, recurring shipments, and early access to new releases. Targeted at loyal wine enthusiasts and collectors seeking curated Apulian wines.
- TramArt Art-Fusion Program Art-fusion wine label collaboration program on the Tramari rosé line, featuring limited-edition artistic labels and collector bottles. Targeted at wine collectors and contemporary art enthusiasts.
Quantifiable outcome
- Tramari 2025: dry rosé made from 100% Primitivo grapes, globally popular rosé wine
Companies that use San Marzano
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles3 records
San Marzano technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature1 record
San Marzano partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core, flagship and minor.
- Motox Co., Ltd.coreMotox Co., Ltd., a specialized liquor trading company based in Higashi-Osaka, Osaka Prefecture, serves as the Japanese distributor for San Marzano's Tramari rosé wine. They organized unveiling events for the Tramari 2025 vintage in Tokyo (March 10) and Osaka (March 12), featuring Italian artist Pietro Terzini and Chef Cosimo Guarino from Apulia.
- Toilet Paper MagazineflagshipSan Marzano collaborates with Toilet Paper Magazine on the TramArt project, creating provocative art-fusion wine labels for the Tramari rosé. The collaboration has produced multiple chapters of limited-edition wines with art installations, vernissages, and Milan party events, blending contemporary art with wine culture.
- Apicoltura UrbanaminorSan Marzano partnered with Apicoltura Urbana (Urban Beekeeping) to support bee conservation and biodiversity protection projects in Apulia. The partnership aligns with San Marzano's environmental sustainability initiatives, celebrating World Bee Day on May 20, 2026.
- Pietro TerzinicoreItalian artist Pietro Terzini designed the Tramari 2025 vintage label themed around 'Love' for the Japanese market unveiling events. The artist collaboration is part of San Marzano's TramArt program merging wine with contemporary art.
- Chef Cosimo GuarinominorChef Cosimo Guarino from Apulia showcased regional Pugliese cuisine at the Tramari 2025 unveiling events in Tokyo and Osaka, demonstrating the connection between Apulian wine and regional food culture.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
San Marzano competitors and assessment
Company assessmentDirect peers
- Feudi di San Gregorio: Premium Southern Italian winery based in Campania (Irpinia), producing Aglianico, Fiano, and Greco. Comparable as a Southern Italian premium producer with strong international awards profile and export-led growth model.
- Farnese Vini: Large Southern Italian wine group with significant Puglia operations producing Primitivo, Negroamaro, and other regional varieties. Comparable in scale, multi-region Southern Italy portfolio, and export-heavy business model.
- Planeta Winery: Sicilian premium wine producer with a broad portfolio across indigenous varieties and international grapes. Comparable as a regional Italian premium producer with strong international presence and hospitality/DTC focus.
- Cantine San Donaci: Puglian cooperative winery producing Salice Salentino DOC and Primitivo di Manduria wines. Comparable in cooperative structure, Salento/Puglia focus, and mid-tier product portfolio.
- Cantine Due Palme: Large Apulian cooperative winery based in Cellino San Marco (Salento), producing Salento IGP and Primitivo di Manduria wines. Highly comparable to San Marzano in cooperative structure, regional focus, product portfolio, and export orientation.
- Tormaresca: Puglia-based premium wine producer owned by Marchesi Antinori, with estates in Salento and Castel del Monte producing Primitivo, Negroamaro, and Aglianico. Directly comparable in Apulian premium positioning and international premium distribution strategy.
- Varvaglione Vigne e Vini: Family-owned Puglian winery headquartered in Manduria, the heart of Primitivo di Manduria DOC. Highly comparable in geographic focus on Manduria-area Primitivo and mid-size premium positioning.
- Cantine Menhir: Salento-based (Minervino di Lecce) Puglian winery producing Primitivo, Negroamaro, and Salice Salentino wines. Comparable as a Salento-focused producer with a similar mid-tier portfolio structure.
Broad incumbents
- Marchesi Antinori: Large, family-owned Italian wine group with flagship Tuscan estates and Puglia operations via Tormaresca. Relevant as the parent of Tormaresca and as a benchmark for global distribution scale that San Marzano is approaching.
- Mastroberardino: Historic Campania premium wine producer (founded 1878) with strong Aglianico-based portfolio and recognized international brand. Comparable as a long-established Southern Italian premium producer with similar heritage-driven positioning.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
San Marzano social profiles
Digital presenceSan Marzano compliance and trust
Trust signalCompliance1 record
San Marzano financial estimates
Financial estimateRevenue estimate
Valuation estimate
San Marzano leadership team
Management profileNumber of profiles
San Marzano funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
San Marzano M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about San Marzano
What does San Marzano do?
San Marzano produces and sells a comprehensive portfolio of Italian wines from Puglia, centered on Primitivo di Manduria DOC, with verticals spanning still reds and whites, rosé, sparkling wines (Metodo Classico), passito dessert wines, grappa, and extra virgin olive oil. The winery sells direct-to-consumers in Italy through its own e-commerce shop and Wine Club, and reaches international markets via distribution partners such as Mottox Co., Ltd. in Japan, supported by a multilingual website (Italian, English, German, Japanese) and the differentiated TramArt art-fusion label program on the Tramari rosé line.
Is San Marzano a public or private company?
San Marzano is a private company. It is classified as management employee owned and is currently operating.
When was San Marzano founded?
San Marzano was founded in 1962. It employs 51 to 100 people.
Where is San Marzano based?
San Marzano is headquartered in San Marzano Di San Giuseppe, Italy, in the Europe region.
How does San Marzano make money?
Two revenue lines are on record. Wine Sales are the primary driver. The others are wine Club Membership.
Who are San Marzano's main competitors?
Direct peers on record are Feudi di San Gregorio, Farnese Vini, Planeta Winery, Cantine San Donaci, Cantine Due Palme, Tormaresca, Varvaglione Vigne e Vini and Cantine Menhir. Broad incumbents are Marchesi Antinori and Mastroberardino.
Does San Marzano have an API?
No public API is recorded for San Marzano.
What industry is San Marzano in?
San Marzano's product category is Premium Italian Wines. Its primary akta.pro industry code is AFAFAAAB, Wine Production & Winemaking, with a secondary code of CRADAIAB, Wine & Sparkling Wine Wineries & Brands. Its NAICS code is 31213 and its SIC code is 2080.