Anyway, on the way home from Milano we stopped into Tesco for some essentials and I noticed this wine on special offer - 50% off - €5-99 reduced from €11-99. It's a primitovo from Pugia, the "heel" of Italy. I have had good experiences with Primitivos before. They are not subtle but are typically fruity, spicy in-your-face wines that deliver lots of flavour for a moderate outlay.
I'll update later when we've made a hole in it.
Note: DNA testing has confirmed that genetically Primitivo is identical to Zinfandel.
Both of us liked this - it opened up to be a fruity, slightly new worldy red. It's not as good as something like the Protocolo but at €5-99 you can't go wrong.