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Celebrating La Dolce Vita

Our Story

The Primo Estate story is an Australian journey with an Italian twist. The current range of Primo and JOSEPH wines and extra virgin olive oils is a reflection of this rich heritage.

Robert Parker writes "I enjoy Primo Estate's offerings as they are innovative, singular, flavourful, complex wines. These creatively made efforts must be admired for their individuality as much as their bold flavours and personality"

The story begins in 1953 when Primo Grilli arrived in Australia from the Le Marche region of Italy with a vision of growing grapes in this sun soaked new land. Primo planted the family's first vineyard in 1973, just north of Adelaide around a small township called Virginia.

Primo's eldest son, Joseph, studied Oenology at South Australia's legendary Roseworthy College. Joe graduated Dux of his class in 1979 and his early experiments in double pruning, Amarone and botrytis infection in the 1980s helped to make Primo Estate one of the world's truly unique winemaking operations. The culmination of Joe's passion for winemaking is the JOSEPH range, which combines modern Australian know how with Joe's Italian winemaking heritageAs Joe says, "To introduce some rustic qualities from the old world and blend them with Australia's hi-tech skills; you can end up with some fabulous stuff, wines that are better than either of the extremes."

A Grilli Family bottling in the 80s.

Since the 80s, Primo Estate has grown with the planting of new vineyards in Clarendon and McLaren Vale. In 2006 Primo Estate opened a stunning new McLaren Vale cellar door and tasting room, combining ultra modern design with Italian style, just like their wines and olive oils. You are invited to discover them for yourself, click here for information on how visit the cellar door and tasting room.

Joe has the final word, "I remain swept up by the romance of it all. More than anything else Primo Estate celebrates la dolce vita, Australian style!"


Join our 'Amici Primo' and enjoy:

  • 10% off Primo Estate and Primo & Co
  • FREE Olive Oil with any branded case
  • FREE delivery for any branded case
  • FREE recipe of the month emails
  • INVITATIONS to our Celebration Days
  • SPECIAL Amici Primo offers

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About Us

Visit Our McLaren Vale Cellar Door

Watch our video of Joe Grilli presenting his wines in our cellar door JOSEPH Experience
Best of Wine Tourism Awards Winner 
Primo Estate Cellar Door
50 McMurtrie Road
McLaren Vale
South Australia 5171
Open 7 Days
11am - 4pm
Call: 08 8323 6800
We look forward to welcoming you!

Joe in the 1970s

The Grilli Family

The whole family helps bottle the 1981 vintage