Borsa Vini Italiani returns to London in 2017

By Jo Gilbert

Published: 12 January, 2017

Owners and winemakers from 70 Italian wineries will descend on Italian tasting Borsa Vini Italiani when it returns to London next week.

The event, which will offer attendees an opportunity to taste wines which have never before been imported to the UK, is aimed at importers, independents and the restaurant trade and promises to showcase the "diversity, quality and value coming out of Italy" according to Fortunato Celi Zullo, director of the Italian Trade Commission.

One of the objectives of this year's tasting is to demystify the varied styles indigenous to Southern Italy, which will be the subject matter of a masterclass led by Peter McCombie MW, which will focus on the wines Calabria, Puglia, Campania and Sicily in particular.

"Italy produces many world class wines but the sheer scale and variety of wines can be daunting to outsiders. I have long enjoyed the diversity of Italian wines but beyond some big names, mostly from the north, the country can seem impenetrable," McCombie said.

Tom Bruce-Gardyne, editor of Harpers' recent Italy supplement, agreed that there are parts of the UK that could benefit from a deeper understanding of Italy, "especially in the mid-range where the country has so much value. I have equally met many Italian producers who don't really get the UK. They need to be more proactive to have any chance of success in this fiercely competitive market," he added.

Italy is undoubtedly trading off of Prosecco's success.

Far from being "recession Champagne", as it was once dubbed, Prosecco has firmly established itself as a go-to fizz for Brits, successfully satisfying demand for both special and everyday drinking occasions.

But as sales in the UK have now surpassed Champagne and Cava combined, the market is still waiting for premium Prosecco to emerge and for a single brand to put their stamp on this category.

There are also other avenues for development.

Sales of Chambord have accelerated thanks to the success of its often-paired partner, Prosecco, and Campari UK is in a strong position with the success of Aperol Spritz in the UK - just look at their glitzy new offices on the 27^th floor of the Shard.

Borsa Vini Italiani takes places on Jnaury 19, between 12 and 6pm, at The Leadenhall Building, London.

Pre-registration is required for the masterclass at 11am.

To register visit www.italianwines.org.uk or RSVP to a.kelly@ice.it

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