Tenute Rubino

What Tenute Rubino does

Tenute Rubino (legal entity: Az. Agricola Dott. Luigi Rubino) is a family-owned winery headquartered in Brindisi, Puglia, operating five estates across the Salento and Itria Valley regions of southern Italy: Jaddico (coastal, along the Via Traiana), Uggìo-Punta Aquila, the Ostuni vineyard, Palombara, and Padula di Geremia (acquired in 2021 at 313-326m altitude). Founded around 1999 with roots in the 1990s Susumaniello preservation initiative led by owner Luigi Rubino, the company employs 51-100 people and is structured as an Italian agricultural enterprise (P.IVA 01863400741) without external investors or parent-company control.

The company specializes in indigenous Apulian grape varieties — most notably Susumaniello, which it has cultivated and commercially positioned since the 1990s when other producers were uprooting it — alongside Primitivo, Negroamaro, Verdeca, Bianco d'Alessano, Malvasia, and Aleatico. Winemaking techniques span appassimento (partial grape drying) for the flagship Cru Torre Testa, French oak barrique aging, classic method bottle fermentation for sparkling wines (V'ITRA, Sumaré, Libens), and traditional Pugliese alberello bush-vine training. The portfolio includes over 20 SKUs across still wines (Torre Testa, Visellio, Oltremé, Jaddico Riserva), sparkling wines, rosatos, whites, olive oil, special gift formats (375ml, Magnum, prestige boxes), and Rubino Gift Cards. Notable technical differentiation includes the 30-year Susumaniello preservation project, V'ITRA's novel application of classic method to Bianco d'Alessano, and adherence to SQNPI (since 2016) and four consecutive years of Equalitas Corporate certification (2022-2025).

Revenue is generated through four primary streams: direct wine product sales via proprietary e-commerce and on-site cellar retail, wine tourism experiences priced €25-€85 per person (including Susumaniello Experience, Wine & History, Wine & Food, Wine & Glass Craft, Appia Wine Road), on-premise sales at the branded Vinoteca Numero Primo wine bar in Brindisi, and HoReCa/wholesale supply to restaurants and trade buyers. Customer segments span wine enthusiasts and tourists (primary), HoReCa (hotels, restaurants, cafés in Puglia), MICE and private event groups, and wholesale wine trade. Marketing channels include the company's own website, e-commerce, social media (Facebook, Instagram, LinkedIn), earned media (Forbes, Gambero Rosso, Doctor Wine, Vitae, Falstaff), national TV (RAI's Tg2 Eat Parade), and a recurring calendar of cultural events including the Rubino Art Project (RAP, launched 2022) and ALCHIMIE exhibition series (2025-2026) that anchor the wine-tourism flywheel.

Name

Tenute Rubino

Legal name

Az. Agricola Dott. Luigi Rubino

Website

https://tenuterubino.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

51–100 employees

Short description

Tenute Rubino is a family-owned Brindisi-based winery specializing in native Apulian grape varieties — most notably Susumaniello — operating five Puglia estates, producing 20+ wine SKUs, extra virgin olive oil, wine tourism experiences, and cultural events, and selling direct-to-consumer through e-commerce and its Brindisi wine bar.

Ownership category

akta.pro rank

Product category

Wine Production

NAICS

Wineries (31213), Grape Vineyards (111332)

SIC

Beverages (2080), Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180)

akta.pro primary industry

Wine & Sparkling Wine Wineries & Brands (CRADAIAB)

akta.pro secondary industries

Wine Production & Winemaking (AFAFAAAB), Wine Grape Vineyard Operations (Varietal/AVA Practices, Yield & Quality Targets) (AFAGAJAJ), Wineries & Vineyards (Tasting Rooms) (THAFALAE)

Keywords

• Winemaking production
• Wine tourism experiences
• Sparkling wine production
• Olive oil production
• Vineyard management

Headquarters

HQ city

Brindisi

HQ country

Italy

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Wine Product Sales (B2C and B2B): Tenute Rubino sells a portfolio of still wines (reds, whites, rosés), sparkling wines (Metodo Classico), and olive oil directly to consumers through their e-commerce platform and at the cellar, and to trade/resellers through wholesale channels. Products range from entry-level wines (e.g., Jaddico, Palombara) to premium Cru wines (Torre Testa, Visellio) and prestige formats (Magnum, 375ml). The company also sells gift cards and special packaging.
2. Wine Tourism Experiences: Tenute Rubino generates revenue through paid wine tourism experiences including guided cellar tours, themed tastings, food-and-wine pairings, and cultural events. Experiences are priced from €25 to €85 per person and include options like Susumaniello Experience (€85), Wine & Food (€55), Wine & History (€58), Wine & Glass Craft (€70), and Appia Wine Road (€25). Tickets for the ALCHIMIE art exhibition experience are €12.
3. On-Premise Sales at Vinoteca Numero Primo: The company's branded wine bar in Brindisi (viale Regina Margherita 46) operates as both a retail outlet and a dining venue, serving wines by the glass and bottle alongside a food menu. It hosts tasting events such as Calici in Viaggio, contributing to both direct revenue and brand awareness.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Tenute Rubino is a family-owned winery producing premium still wines, sparkling wines, and extra virgin olive oil from five family estates in Puglia, with a special focus on the native Susumaniello grape variety. The company sells its products directly to consumers through an e-commerce platform and a branded wine bar (Vinoteca Numero Primo), and to trade through wholesale distribution. It also offers paid wine tourism experiences (cellar tours, tastings, food pairings) and cultural events, including the Rubino Art Project and ALCHIMIE contemporary art exhibition series.

Product overview

Tenute Rubino is an Italian wine producer specializing in indigenous grape varieties from the Salento region, particularly Susumaniello. The company's portfolio centers on a range of still wines (reds, whites, rosés) including flagship products like Torre Testa (Susumaniello), Visellio (Primitivo), Oltremé, and Jaddico. They produce sparkling wines under the Sumaré and Libens labels, plus V'ITRA (classic method from Bianco d'Alessano) and Lamiro (Verdeca). Complementary offerings include olive oil, special gift boxes in various formats (375ml, 750ml, Magnum), and Rubino Gift Cards. The company also operates wine tourism experiences (tastings, cellar tours, themed events) and cultural initiatives including the ALCHIMIE art exhibition series and annual events like Rubino Wine Party, Cantine Aperte, and La Vendemmia delle Donne.

Differentiator

Problem solved

Functional benefit

Brands

• Rubino Art Project (RAP): Contemporary art initiative combining art exhibitions with wine culture experiences at the winery
• ALCHIMIE
• Numero Primo

Products and services

• Torre Testa A premium Susumaniello red wine made from partially dried grapes, produced at the Jaddico estate, aged in French oak barrique and bottles. Awarded 96 points by Doctor Wine Guide 2026 and selected as a 'Revelation Wine' by Vitae 2026 Guide.
• Visellio An intense and powerful Primitivo wine aged in barrique, named after the ancient Roman fundus where amphorae were produced. An award-winning cru with great extractive strength.
• Jaddico DOC Brindisi Riserva Negroamaro Susumaniello from the Jaddico estate. Awarded 'Quattro Viti' (Four Vines) by Vitae 2025 Guide.
• Oltremé A red wine made from Susumaniello, awarded Tre Bicchieri by Gambero Rosso for the 2021 vintage.
• Oltremé Rosato A rosé version of Oltremé, made from Susumaniello. The signature rosé of Tenute Rubino, representing the bond between Susumaniello and Brindisi.
• V'ITRA Classic method sparkling wine made from Bianco d'Alessano grapes, produced at the Padula di Geremia estate in the Itria Valley. Features fine and persistent perlage with notes of citrus, white flowers, and bread crust.
• Sumaré 27 mesi Brut sparkling wine made using the classic method, aged 27 months on lees. Part of the sparkling wine collection.
• Sumaré 60 mesi Brut sparkling wine made using the classic method, aged 60 months on lees. An extended aging version of Sumaré.
• Libens Vermentino sparkling wine, extra dry. Available in special gift boxes.
• Lamiro White wine made from Verdeca grapes, the first hill-grown white wine from Tenute Rubino. Part of the 'Vini di Collina' (Hillside Wines) collection.
• Giancòla White wine from Malvasia bianca grapes, IGT Salento. Featured in the Appia Day 2025 tasting.
• Punta Aquila A Primitivo wine from IGT Salento, available in Magnum format.
• Saturnino Negroamaro DOC Brindisi Rosato. A rosé wine featured in various events.
• Torre Testa Rosato Rosato version of Torre Testa, a fresh and luminous wine paired with the EXTRAVERGINE art exhibition.
• Aleatico A wine made from Aleatico grapes, a native Puglian variety.
• Olio (Extra Virgin Olive Oil) Extra virgin olive oil produced by Tenute Rubino from their estates.
• Special Boxes Premium gift boxes containing selections of Tenute Rubino wines in various configurations (2, 3, 4, 6 bottles).
• Special Formats Wines available in 375ml and Magnum (1.5L) formats for special occasions.
• Rubino Gift Card A gift card allowing recipients to choose wine compositions or visit/tasting experiences. Minimum value of €30.
• Wine Tourism Experiences Wine tourism experiences including cellar tours, tastings, food pairings, and themed experiences. Offerings range from €25 to €85 per person and include Susumaniello Experience, Wine & Food, Wine & History, Wine & Glass Craft, Appia Wine Road, Wine & Cellar, and Wine & Sail.

Quantifiable outcome

• Torre Testa 2021 received 96 points and the 'faccino' mark from Doctor Wine (Guida Essenziale ai Vini d'Italia 2026), ranking among Italy's great wines.
• +6 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Amorim Cork Italia (ETICO Project)coreStrategic or Co-development Partner · 1 March 2025Tenute Rubino joined the ETICO Project by Amorim Cork Italia in March 2025, an initiative promoting conscious cork recycling. Tenute Rubino collects cork stoppers from its winery and network of 100+ participating restaurants, which are shredded and transformed into raw material for sustainable construction and interior design. Amorim Cork donates proceeds from collected corks to the Brindisi non-profit Il Bene Che Ti Voglio, which supports autism spectrum disorder families.
• Il Bene Che Ti Voglio (Non-profit)minorOthers · 1 March 2025Il Bene Che Ti Voglio is a Brindisi-based non-profit receiving proceeds from the ETICO cork recycling initiative. The association supports over 100 families with children and young people on the autism spectrum, offering qualified rehabilitation services and promoting social inclusion. Tenute Rubino channels its cork recycling proceeds to this organization.
• Pulltex (R-ice Bucket)minorOthers · 1 January 2025Pulltex supplies Tenute Rubino with R-ice Buckets made from rice husk (agricultural waste), a fully biodegradable and compostable alternative to plastic ice buckets. The buckets feature the Tenute Rubino logo and a QR code linking to the company's sustainability page.
• Dr. Piernicola Tondo (Agronomist)minorOthers · 1 January 2021Dr. Piernicola Tondo serves as the family agronomist managing the Padula di Geremia estate and other properties, ensuring high standards of quality and authenticity in vineyard management, particularly for the native Verdeca and Bianco d'Alessano varieties.
• Italian Sommelier Association — Puglia (AIS Puglia)coreGTM or Marketing PartnerTenute Rubino collaborates with AIS Puglia for events including 'Susumaniello in Festa' (September 2025) in Mesagne, featuring the 1st Best Sommelier of Susumaniello Competition. Luigi Rubino participates as a speaker in AIS Puglia events such as 'Sangiovese and its Lineage' and the Calici in Viaggio tasting series at Vinoteca Numero Primo, led by Best Sommelier of Puglia 2023 Carmine Galasso.
• Via Appia / UNESCO Wineries (Brindisi Wine Community)minorGTM or Marketing PartnerTenute Rubino participates in Appia Day (October 4, 2025), a UNESCO World Heritage recognized event, alongside other Brindisi wineries, celebrating the Via Appia and Via Traiana. The initiative showcases native grape varieties (Susumaniello, Negroamaro, Malvasia Nera, Primitivo, Verdeca, Minutolo) and promotes Brindisi's wine tourism offering.

Scale indicators8 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Rivera: Historic Castel del Monte (Puglia) family winery with deep native-grape focus including Nero di Troia and Aglianico. Comparable as a multi-generation family-owned Puglia premium producer with strong HoReCa and export presence.
• Tormaresca: Marchesi Antinori's Puglia project operating multiple estates (e.g., Bocca di Lupo, Masseria Maime) with a premium portfolio focused on native Apulian grapes including Negroamaro and Primitivo. Directly comparable as a multi-estate Puglia premium winery competing for the same trade and HoReCa accounts.
• Vallone: Salice Salentino family winery producing premium Negroamaro and Susumaniello wines. Comparable for Salento base, native grape portfolio, and family ownership model.
• Leone de Castris: Historic Salento family winery founded in 1665, producing Salice Salentino DOC wines and the iconic Five Roses rosé. Comparable as a long-established Puglia family-owned premium winery with native-variety focus and DTC channels.
• Cantele: Salento family winery producing Salice Salentino and Negroamaro wines with a focus on native varieties. Comparable as a multi-generational Puglia family-owned premium producer targeting domestic and export HoReCa.
• San Marzano Vini: Large Puglia cooperative/winery based in Salice Salentino producing Primitivo di Manduria and native-variety wines with strong export distribution. Comparable for native-grape Puglian portfolio and HoReCa/export focus, though larger and cooperatively owned.
• Varvaglione Vini: Large Puglia family winery based in Taranto, producing Primitivo di Manduria and Negroamaro with strong domestic and export distribution. Comparable for native Puglian grape focus and family ownership, though larger scale.
• Masseria Li Veli: Premium Salento winery with Negromaro and Susumaniello focus, recently acquired by the Garofano family. Comparable for estate-based premium Puglia wines, family ownership, and strong international wine tourism positioning.

Regional players

• Planeta: Sicilian family-owned premium winery with six estates, native Sicilian grape focus, and a strong wine tourism/hospitality offering (including a resort). Comparable as a family-driven premium regional Italian winery with cultural tourism and DTC emphasis, though in Sicily rather than Puglia.
• Tasca d'Almerita: Historic Sicilian family-owned premium winery operating multiple estates with native Sicilian grape focus and a notable hospitality/estate tourism program. Comparable for family-driven multi-estate premium model with cultural tourism; Sicily vs. Puglia limits direct overlap.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/TenuteRubinoit
• LinkedInlinkedin.com/company/cantina-tenute-rubino
• Instagraminstagram.com/tenuterubino
• Xx.com/tenuterubino

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Tenute Rubino