Vinho Verde seeks UK “comeback”

Vinho Verde has identified 2012 as an ideal year to make a “comeback” in the UK as the trend towards lighter, lower alcohol wines gathers pace.

The Vinho Verde wine commission (CVRVV) is kicking off a brand new promotional campaign in the UK for 2012 aimed to educate a new generation of trade and consumers about Vinho Verde and to increase listings across the trade for new Vinho Verde brands.

Manuel Pinheiro, executive president of CVRVV, said: “Historically the UK has been a good market for Vinho Verde, and now exports have been growing again year on year since 2008 as consumer demand for fresh, aromatic wines both still and sparkling, which are lighter in style and lower in alcohol continues to grow.”

He added: “This is the ideal moment for a Vinho Verde ‘comeback’ into the UK market and for the CVRVV to invest to support and encourage this growth.

“Consumers are crying out for this type of wine. Vinho Verde has all the credentials to become the next big thing in white wine.”

The campaign will focus on the region’s top wines and aim to extend the appeal of Vinho Verde beyond white wines to the region’s sparkling, reds and rosés.

Initially the focus will be on the whites as those are the wines which currently have distribution and recognition in the market, but going forward the aim is to enforce the message that the region has wines “for all seasons and occasions as well as some that are potential agers”.

The highlight of the year’s activities will be a major trade tasting on 27 June in London featuring a range of the region’s top producers and a master class led by Portuguese Wine Writer of the year 2010, Tom Cannavan.

Two round table discussions with leading members of the trade will consider the many opportunities for the freshly returned Vinho Verde, and finally there will be a focus on taking wine writers, importers and educators out to the region to show them first hand what’s happening over there now.