OPPORTUNITIES
Alentejo’s UK potential
H
BY JAMES LAWRENCE ow can Alentejo increase its renown in a vastly competitive market like the UK? The region’s strategy has been to seduce the trade with original flavours, a passion for sustainability, and its natural verve. The vineyard, located south east of Lisbon, is a Mediterranean paradise filled with indigenous grape varieties, beautiful scenery and a burgeoning tourism sector. It’s an attractive proposition for buyers looking to excite clients in the off and on-trades. “We wanted to expand our Portuguese range and for me Alentejo was the first place to look,” says Steve Daniel, head of buying at Hallgarten & Novum Wines. “I personally see the consumer moving away from New World as an immediate fall-back position. It is making less and less sense to ship wines halfway across the world when you have very interesting good value wines from distinctive local grapes on your doorstep – Alentejo excels at this.” Ben Knollys, MD at Hatch Mansfield, is another fervent supporter of Alentejo wines. “Portugal has been a country to watch for a while, and Esporão, with its heartland in Alentejo, had certainly stood out to us as an ideal partner, so when the opportunity to represent these fantastic wines presented itself, we grabbed it with both hands,” he says. “We are very excited to represent not only one of the top growing countries but also one of the most dynamic sub-regions, having been steadily increasing for the past three years in the UK.” Of course, distributors and importers have their choice of brands and regions that wish to increase their UK market share. Yet many in the trade believe that Alentejo’s wineries are blessed with an inherent advantage, not least in terms of the diversity of styles they offer. “For us, the region showcases complexity, a variety of styles and flavours but at a mix of price points,” says Knollys. “This, combined with a modern style of winemaking and an environmentally-friendly philosophy, makes it a very attractive offer for the UK consumer,” The dynamism sweeping across Alentejo is another point of consensus among the trade – buyers regard the region as one of Europe’s most exciting and innovative.
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Vinhos do Alentejo 17
