What's the deal?

[Thomas]

"plums, raisins and currents," sounds fruit forward to me...

I haven't tasted that particular wine but your description speaks to Puglia. Manduria is the best place for Primitivo, but the wine you have is Geografica Tipica, and as the label says, the Zinfandel--Primitivo, whatever it is--were sourced within the Puglia region. If it is Primitivo it likely does not represent the top shelf like, say, Primitivo from Leone di Castris (the absolute best I have tasted, yet pricey at $15).