Martina Franca, in the heart of Italy’s Apulia region, is a fantastic place for wine lovers. Its location within the Itria Valley means you’re surrounded by vineyards producing award-winning wines and a rich tradition of winemaking. Unlike more commercialized wine regions, Martina Franca offers authentic experiences—think guided tastings paired with local food, or exclusive VIP tours that go behind the scenes. Among the options, we love tours like the Tenute Girolamo: Winery tour and Premium Tasting in the Itria Valley, which combines quality wines with a gourmet light lunch, perfectly suited for those wanting a bit more depth.
If your focus is to understand the local olive oils along with wine, the Valle D’Itria: Oil & Wine Tasting with Aperitivo Pugliese offers a relaxed, flavorful experience in a private olive grove. Whether you’re a casual sipper or a serious connoisseur, these tours highlight the genuine flavors of Apulian terroir.
Quick Overview
This guide covers a range of wine tasting experiences in Martina Franca, from quick, affordable tastings to extensive VIP tours. Options include guided tastings with local appetizers, more comprehensive winery visits with barrel cellar tours, and combined oil and wine tastings in scenic settings. All are designed to give you a taste of Puglia’s authentic wine and food culture, with prices ranging from about $35 to $71 per person. Read on to find the tour that matches your style and interests.
1. Apulia: Guided Wine Tasting with Local Appetizers
At number 1, this 2-hour guided wine tasting immerses you among the vines of the Itria Valley. For just $36 per person, you’ll sample four premium wines crafted from indigenous grapes, paired with homemade appetizers that bring out the flavors of Apulia. This experience is perfect for those who want an authentic, relaxed introduction to the region’s wine culture.
The tour is suitable for both enthusiasts and connoisseurs—meaning your guide will tailor the experience accordingly, sharing stories about local traditions and wine-making. The intimate setting and thoughtful pairings make it a favorite among travelers looking for value. Since it’s small-group, personalized, and reasonably priced, it’s a great way to get a quick yet meaningful taste of Apulian wine.
Bottom line: This tour offers an excellent introduction, pairing good wines with homemade food, all within a friendly, manageable timeframe.
2. Tenute Girolamo: Winery tour and Premium Tasting in the Itria Valley
Coming in at number 2, the Tenute Girolamo provides a 2-hour experience that combines a guided winery visit with a premium tasting. For $35 per person, you get to explore the winery’s facilities, including the barrel cellar, before sampling 4 carefully selected wines paired with a light lunch of cold cuts, cheeses, and focaccia.
What makes this tour stand out is the focus on award-winning wines produced in the heart of the Itria Valley. The guided tour offers insights into the wine-making process, making it ideal for those interested in both tasting and learning. The combination of quality wines and delicious local foods makes this a great value at just $35, especially given the in-depth visit.
Guests consistently comment on the friendly atmosphere and the quality of both the wines and the food. This tour is best suited for travelers who want a balanced mix of education, taste, and scenery.
Bottom line: A solid choice if you want a guided experience with a focus on quality wines and local delicacies, in a relaxed setting.
3. Tenute Girolamo: Winery tour and Classic tasting in the Itria Valley
At number 3, this 1.5-hour tour offers a straightforward experience: visit the winery and taste three wines along with local snacks like taralli, olives, and focaccia. Priced at an affordable rate, it’s perfect for travelers short on time but eager to enjoy authentic flavors.
This experience emphasizes the simplicity and authenticity of traditional Puglian wine and food pairings. The guided visits include both the winery and barrel cellar, giving you a behind-the-scenes look. Reviewers highlight the “friendly staff” and “high-quality wine,” making it a popular choice for those seeking a quick, genuine taste of the region.
The highlight is the opportunity to sample wines with local snacks, making it ideal for a casual introduction or a light afternoon activity. It’s less comprehensive than the premium options but offers excellent value and a warm, personal atmosphere.
Bottom line: Great for travelers wanting a brief, authentic experience with good wines and friendly guidance.
4. Valle D’Itria: Oil & Wine Tasting with Aperitivo Pugliese
Number 4 on our list is a 2-hour experience that combines olive oil and wine tastings in a scenic, private setting. For $0 (pricing not specified), the focus is on learning how to recognize quality oils and wines, paired with a traditional Puglian aperitivo of focaccia, cheese, and grilled vegetables.
Hosted in a private olive grove or stone courtyard, the tour is highly praised for its relaxed atmosphere and in-depth insights. Mariano, the host, shares his love of regional food and his extensive knowledge of olive oil production, including how to recognize quality oils. The pairing of three local wines with expertly curated snacks means you get a full sensory experience.
Reviewers mention the “amazing” wine and olive oil and appreciate the opportunity to enjoy sunset views and music in a tranquil setting. This tour suits foodies and those wanting an authentic, leisurely afternoon in a beautiful environment.
Bottom line: An excellent choice for those who want to explore the flavors of Puglia in a scenic, intimate setting.
5. Martina Franca: Wine & Local Products Tasting
Number 5 offers a 1.5-hour tasting experience in Martina Franca itself, focusing on local wines and regional products. For about $55.80 per person, you’ll visit a local winery, taste various wines, and sample local products while enjoying panoramic views.
While not as detailed as the winery-only tours, this experience provides a good overview of regional wine-making and local specialties. It’s ideal for travelers who want a shorter, more casual experience that combines wine tasting with a bit of sightseeing. The reviews highlight the scenic setting and the opportunity to learn about local wine production in a friendly environment.
Best suited for those wanting to combine taste with a quick look at Martina Franca’s surroundings without committing to a full-day tour.
Bottom line: A convenient and scenic way to sample local wines and products without a lengthy commitment.
6. Tenute Girolamo: Winery tour and VIP tasting in the Itria Valley
This 3-hour VIP experience is perfect for the true wine enthusiast. For $71 per person, you get a guided tour, a tasting of 7 wines, and a light lunch. It’s the most comprehensive experience on our list, offering a detailed behind-the-scenes look at the winery’s production process.
The VIP aspect means fewer people and more personalized attention. Reviews highlight the quality of wines and the depth of the tour, with some noting it’s suited for those wanting a full immersion into Puglia’s wine culture. It’s a good value for those who appreciate extensive tasting experiences and want to explore a broader range of wines.
This tour is ideal for serious wine lovers who want a deep dive, including insights into production techniques and pairing options.
Bottom line: A top choice for enthusiasts seeking an in-depth, VIP-level experience.
$71 per person
7. Tenute Girolamo: Winery Tour and Deluxe Tasting in the Itria Valley
Finally, at number 7, this 2-hour tour combines a guided visit with a deluxe tasting of five wines, paired with a light lunch of cold cuts, cheeses, and focaccia. It’s priced at $53 per person and offers a well-rounded experience with a focus on quality and local flavor.
The guided tour includes visits to the winery, barrel cellar, and tasting room, making it suitable for those who want a more comprehensive understanding of winemaking. Reviewers appreciate the pairing of wines with local delicacies and the friendly atmosphere. It strikes a nice balance between quality, duration, and price.
This tour suits travelers who want both education and taste in a comfortable, scenic setting.
Bottom line: A good all-around option for those seeking a full but manageable wine experience.
$53 per person
How to Choose the Right Wine Tour in Martina Franca
Choosing the best wine tour depends on your budget, how deep you want to go into wine and food, and your timeline. If you’re just after a quick, authentic taste, the Apulia Guided Wine Tasting offers a fine introduction. For a more immersive experience, Tenute Girolamo’s VIP tasting provides extensive tastings and personalized attention.
If local olive oils interest you equally, the Valle D’Itria Oil & Wine Tasting combines both in a scenic setting. Budget travelers can consider the shorter Classic Winery Tour, while those seeking a comprehensive, full-day experience might want to opt for the Deluxe Tasting.
Booking early is advisable, especially during peak seasons, to secure your preferred time and experience. Consider your interest level—whether you want a casual introduction or an in-depth exploration—and pick accordingly. For family groups or beginners, shorter tastings with food pairing are ideal, while serious wine lovers might prefer the VIP tour.
Final Thoughts
Martina Franca offers a wonderful mix of wine experiences that cater to different tastes and interests. For a quick taste of regional flavors, the Guided Wine Tasting with Appetizers is perfect. If you’re looking for an in-depth exploration, the VIP tour will satisfy the most dedicated enthusiasts.
Many travelers will find that pairing a scenic winery visit with local oil and food tastings offers a complete flavor of Puglia. Whether you want a short, budget-friendly experience or a luxurious, comprehensive tasting, Martina Franca’s wine tours deliver authentic tastes and memorable moments. Be sure to book ahead and choose the experience that best matches your curiosity, palate, and schedule.