Triumph for Torrontés2nd November, 2011 by Alan Lodge
Torrontés, the white grape variety unique to Argentina, has triumphed in a recent consumer study by a leading wine research agency.
The study aimed to discover consumer taste perceptions of Torrontés by pitching it against the UK’s best-selling white wine varieties including Chardonnay, Pinot Grigio and Sauvignon Blanc.
The respondents in the Wine Intelligence study blind tasted six wines from two key price brackets including £5 – £7.99 and £8 – £10.
They were asked to assess them each on criteria including overall likeability of aroma and taste, likelihood to buy and recommend, and recognition of the grape variety itself.
Three Argentine Torrontés wines were tasted in each price bracket – two single varietal and one blend – along with a well known branded New Zealand Sauvignon Blanc, Australian Chardonnay and Italian Pinot Grigio.
Highlights from the research include:
* Within the £5-£7.99 bracket two Torrontés – a single varietal and Torrontés/Chardonnay blend – ranked highest (above all competing classic varieties including New Zealand Sauvignon Blanc, Australian Chardonnay and Italian Pinot Grigio).
* Within the £8-£10 bracket, a Torrontés achieved second overall favourite, only beaten by a New Zealand Sauvignon Blanc.
* Both single varietal Torrontés and Torrontés blends scored highly, indicating the potential for both styles in the marketplace.
*Torrontés competed favourably against its rivals on all measures including taste, aroma, and likelihood to buy and recommend.
While the results clearly show a great appreciation of Torrontés amongst UK wine consumer, the study also highlighted that their knowledge of the grape is currently low – with only 18% recognition of the name Torrontés versus over 90% for the other varieties tested.
Andrew Maidment, European director for Wines of Argentina, said: “We were delighted by these results because they not only confirmed our belief that Torrontés has a place in the UK market, but that it also offers consumers a real alternative to the classic white wine varieties.
“The challenge now is to raise its profile, both through increased marketing activity and distribution in the on-trade and off-trade.”
To help aid the growing appreciation of Torrontés, Wines of Argentina is hosting an on-trade focused Torrontes food and wine matching masterclass on Monday 14 November from 2.30pm-4.30pm, hosted by Sarah Jane Evans MW at the Waitrose cookery school in London.
For more information, email firstname.lastname@example.org