Niche Sardinian wines showcased
Published:  02 November, 2007

More than 30 Sardinian producers showcased their food and wines at the Sardinia in London exhibition last week.

The event was organised by the Italian Trade Commission, and director Fabrizio di Clemente has promised an even larger event next year.

Producers said they welcomed the opportunity to show off their niche wines, which are particularly suited to independent retailers. Gianni Covone, of Cantine di Dolianov a in the Parteolla area, said: "It's very hard to create interest in a product if consumers don't know the region, so it's fundamental to exhibit and travel like this. Because we're selling to international markets, we're keen to understand what people like overseas and to adapt the wines without losing the integrity of our culture."

Beppe Pinna from the Argiolas winery, located

north of Cagliari, said: "The UK market is

aggressive and we need good presence. We're very happy because now we're not only by ourselves but with other producers and that's very important."

Argiolas' 15-strong range, which is comprised entirely of indigenous varietals, is distributed in the UK by London-based Euro Wines.

The event, at London's Dorchester hotel, which follows the success of a month-long promotion of Sardinian food and wine at Harrods' department store.

"The food and wine from Italy is becoming very popular in this market. Every year we register growth, but a lot of people here

are showing niche products that can't be easily sold in the big supermarkets," di Clemente added.

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