On 14 October 2024, the 'More than Only Food & Drink' campaign partnered with Harpers Wine & Spirits magazine to host an exclusive Wine Roundtable at Jeroboams Chelsea, London. The event, which focused on Undiscovered Wine Regions, brought together eight leading trade professionals, representing companies such as Asda, Liberty Wines, and Top Selection.
The morning began with a curated tasting session featuring wines from ten EU Member States, including eight Geographic Indications (GIs) – five Protected Designation of Origin (PDO) wines, three Protected Geographical Indication (PGI) wines – and one organic wine. Led by wine expert Neil McAndrew, the tasting provided an in-depth look at the quality, heritage, and innovation underpinning EU wine production. McAndrew, armed with over three decades of industry experience, also presented global data on EU wine exports and highlighted the importance of certifications like PDO and PGI in ensuring quality and authenticity.
Emerging regions - opportunities and challenges
The discussion transitioned to the roundtable itself, moderated by Andrew Catchpole, Editor-in-Chief of Harpers Wine & Spirits. The dialogue explored the opportunities and challenges facing emerging EU wine regions. One of the key topics was defining what constitutes an “emerging” wine region. Panellists agreed that such regions are not necessarily confined to newer wine-producing countries. Even established stalwarts like Spain and Italy have lesser-known areas, such as Valencia and Lanzarote, which are carving out niches with distinctive offerings and innovative approaches.
Geographic Indications, including PDO and PGI certifications, were highlighted as essential for maintaining production standards, ensuring authenticity, and promoting sustainability. While these certifications play a critical role in setting benchmarks, the panel noted that consumers often find them confusing, instead relying on familiar regions or compelling stories to guide their choices.
Emerging regions bring a unique sense of discovery to the market, offering retailers and on-trade outlets the opportunity to diversify their portfolios. By introducing wines with distinctive regional characteristics, businesses can attract adventurous consumers and enhance their brand reputation.
The power of storytelling
The roundtable also emphasised the power of storytelling in engaging consumers with lesser-known wines. Highlighting regional identities, cultural heritage, and winemaking journeys creates an emotional connection that can drive consumer interest and loyalty.
Looking ahead, regions such as Portugal, Croatia, and Greece are gaining commercial traction, with sparkling wines from Slovenia and niche offerings from Spain also showing promise. However, the panellists stressed the importance of clearer regional branding and targeted marketing efforts to secure sustained growth and recognition for these areas.
The event concluded with a strong message: while certifications like GIs remain critical for guaranteeing quality, it is the emotional and experiential aspects of wine consumption that truly resonate with consumers. By showcasing the diversity and depth of European wines, the 'More than Only Food & Drink' campaign continues to elevate the profile of EU wines in the UK market.
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