Wines of Soave given a profile boost for UK market

27 February, 2017

The region of Soave in Italy will be given a boost in the UK via a new trade and consumer campaign.

The campaign will be fronted in the UK by Master of Wine, Sarah Abbot, and supported by trade and consumer PR activity.

Abbott said: “Today, Soave makes some of the great white wines of Italy. The region has a nuanced terroir with outstanding quality potential that is fully expressed in the wines. The styles of and stories behind contemporary Soave have a lot to offer the UK wine market.

“Soave has an unsung hero in Garganega, a top Italian variety and the ‘daddy’ of important Italian white grapes. It’s time to take a new look at Soave, including its sparkling and sweet wines.

She added: “Soave is a place of beauty and gastronomy from the Venetian culture, one of the most gracious, long-lived refined and outward-looking cultures in the world. Its terroir of basalt and limestone, volcanic and marine gives winemakers the basis from which to produce some truly outstanding wines.”

A ‘Summer of Soave’ series of press and consumer roadshows will take place in several UK cities during the summer months to introduce the wines to a wider audience, which will also include by the glass promotions and wine flights with key restaurant partners.




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Talking terroir

When Bordeaux was in fashion, it seemed almost logical that we should fetishise winemakers. Here were people responsible for brilliant acts of blending, across large estates and multiple grape varieties, including superstars such as cabernet sauvignon and merlot. These days, fashion has moved on and pinot noir is ascendant. As a result, the star of the winemaker has fallen and we find ourselves following a new star in the sky: terroir.

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