Indigenous Varieties Expand Market and Appeal to Consumers Looking for “What’s New? And “What’s Next”

Indigenous Varieties Expand Market and Appeal to Consumers Looking for “What’s New? And “What’s Next”The world of “indigenous” varieties is making noise, and US consumers are taking notice. Where once restaurant wine lists were exclusively devoted to a familiar few varieties, today, you’re equally likely to see Pinotage, Touriga Nacional or Assyrtiko featured front and center.

“One of the hallmarks of ProWein, International Trade Fair Wines and Spirits, is its breadth of wines on offer from around the world – international as well as indigenous varieties,” stated Michael Degen, Managing Director of Messe Düsseldorf.

“ProWein represents the epicenter of finding out what’s new in the world of wine,” said Debbie Testa of importer Testa Wines of the World. “Whether you’re looking for a Monastrell from Spain, Sagrantino from Italy or an Old-Vine Carignan from Chile, you can be sure there will be a diverse set of producers presenting those and more at the trade fair.”

American importers with their finger on the pulse of this movement should visit ProWein to find products that can differentiate themselves and their portfolio in important ways. “A case in point, we’ve worked with a producer in Portugal to create a brand of Vinho Verde that’s designed for the American market,” commented Dan Lasner of Vision Wine and Spirits. “It gives us a significant point of difference and directly addresses the consumers’ interest in the new, while making the wine approachable through branding.”

ProWein will be held in Düsseldorf, Germany, from March 23 – 25, 2014.

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