New campaign for vinho verde

The body representing vinho verde has launched a major campaign in the UK in a bid to capitalise on growing demand for lighter styles of wine.

The Vinho Verde Wine Commission, or CVRVV, has planned a comprehensive push including a tasting in London on June 27, which will feature a masterclass by Portuguese Wine Writer of the Year 2010 Tom Cannavan and two round table discussions. It also hopes to take importers, educators and wine writers out to the region.

CVRVV executive president Manuel Pinheiro said: “This is the ideal moment for a vinho verde comeback in 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.

“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.”

The campaign will focus on whites but aims to encourage consumers to try the region’s sparkling wines, reds and rosés.

Related articles: