The wine trade will succeed if it fights off the threat of innovative rival categories by keeping ranges fresh, pushing new varietals and highlighting wine’s provenance, according to a leading supplier.

Simon Bradbury, sales director at Enotria, told OLN: “Brewdog and other craft beer producers are engaging the consumer and we need to make sure we use our strengths – provenance and new varietals – to fight back.

“Off-trade buyers are looking for new and interesting varietals from new areas.

“Sauvignon Blanc and Pinot Grigio are doing well so we need to think about what’s in between that’s got flavours and aromatics – Trajadura, Pinot Gris from outside Italy and Riesling, wines naturally 11-11.5% abv with a bit of character.

“Prosecco is doing well but we think Pignoletto from Italy could be another great success.”

Bradbury, who was speaking at Enotria’s annual tasting at the Saatchi Gallery in London, added: “The market isn’t getting any easier but as long as you keep your portfolio fresh and can offer customers something new and interesting you will be successful.”