Primavera Selections could be called a new beginning, as the name implies, but it's as much a destination for experienced wine industry professional Peter Johns.

Peter Johns can rightfully be called an Australian wine industry veteran, with three decades of diverse experience to call upon. Beginning his journey with Dan Murphy's – arguably the country's most prominent liquor retailer – he started on the sales floor and worked his way into an advanced management role, continually absorbing and learning all he could within the fine wine category, an integral part of this market-leading business.

Looking to expand his horizons and develop a well-rounded knowledge of the industry, Peter left retailing and moved into the wholesale trading and marketing sector, where he quickly found himself at home. After holding positions as Key Accounts Manager with Continental Seagram's and Southcorp (which included the prestigious Penfolds wine portfolio) he was appointed State Manager of Winesource, a respected agency for premium Australian and imported wine.

Peter’s next step was to be become partner at déjà vu wine co, another quality distributor, where Peter was able to build on his passion for the fine wines of Italy as he acted as the key driver of the company’s growing Italian portfolio. The relationships and knowledge he built over this time and his belief that the future of fine wine distribution was in specialisation and focus, led to the beginning of his new company, Primavera Selections. This is Peter's first fully independent venture, and the realisation of a long-held ambition to follow his own path, one that is highly focused, nimble, and adventurous.

During his tenure with Winesource and Déjà Vu Wine Co., Peter had the opportunity to work closely with many outstanding Italian winemakers, and his enthusiasm for (and knowledge of) the wines they produce continued to grow and evolve. Over the years, he developed strong professional and personal relationships with some of Italy's leading estates, notably in Piedmont where he has visited regularly, and continues to do so.

This affinity with fine Italian wine lies at the heart of Primavera Selections, and is the foundation of the company's portfolio. Being Peter's own business, he has the flexibility to represent producers both domestic and international with established reputations, as well as those who are on the rise but still ‘under the radar’. Small parcels of exciting, distinctive, even challenging wines will always be a strong focus for the Primavera Selections offer.

Melbourne is the hub for Primavera Selections, and over many years Peter has established strong business relationships and great rapport with many of the city's leading restaurants and independent wine retailers. The people of Melbourne have a great love for all things Italian, especially its food and wine, so it's a very natural fit! That's not to say that the rest of the country is neglected by any means. All major Australian markets are catered for, and it's expected that this coverage will expand as the business develops.