Overview: Italy’s white wines are often overlooked in favor of their more famous red counterparts. However, this masterclass revealed the enormous untapped potential of Italian whites in the UK market, showcasing a selection of 12 top-end expressions.
The Full Story
A recent masterclass held by The Drinks Business at Vinitaly sought to show how Italian white wines are capable of punching well above their weight in the UK market. Here, we dive deeper into why that is.
The event was titled Contemporary Italian White Wine and brought together a selection of 12 top-end expressions from Italy’s best regions. These included indigenous grape varieties like Grillo and Pecorino, as well as more familiar names such as Glera (the base for Prosecco).
The masterclass aimed to challenge the UK market’s perceptions of Italian whites by highlighting their unique characteristics and ageing potential. This was a bold move, considering that many consumers are accustomed to drinking Italian reds like Barolo and Brunello.
Production & Profile
Tiefenbrunner Müller-Thurgau Vigna Feldmarschall Von Fenner 2013 is one of the standout wines from this masterclass. This Alto Adige white wine has an impressive ageing potential, with Bartolotta describing it as “phenomenal.”
Another notable mention was Ca’D’Gal’s Moscato d’Asti DOCG Vigna Vecchia 2019. The winemaker Alessandro Varagnolo shared that they store their bottles in cases filled with sand to maintain a constant humidity and protect them from vibration.
Brand & Industry History
The Italian white wine industry has undergone significant changes over the past few decades, particularly after EU tariffs were introduced. As Filippo Bartolotta noted, “The UK is in the middle of a transformation. The overall data says that UK consumers now drink less frequently and spend more money when they do drink, which is interesting for the Italian wine industry because we have room to get them [British people] to spend a little bit more.”
What This Means
The enormous untapped potential of Italian whites in the UK market presents an exciting opportunity for producers and distributors alike. Bartolotta highlighted that “Italian whites are structurally undervalued, so there is much to do to improve their positioning.” By understanding the unique characteristics of these wines and how they can appeal to British consumers, we may see a significant shift in sales figures.
Consumer Takeaway
In conclusion, this masterclass showed that Italian white wines have a great deal more depth than many assume. The range of styles on display demonstrated the adaptability of indigenous grape varieties like Grillo and Pecorino as well as their ability to age with finesse.
The message from Filippo Bartolotta was clear: “Italian whites in the UK are structurally undervalued, so that means there is much to do to improve their positioning.” As we move forward into an ever-changing market landscape, it will be crucial for both producers and consumers alike to understand this remarkable variety of wines.
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