Loire can build on New World success

The success of the New World’s white wines could be transferred across to help boost sales of the Loire Valley’s main AOC if they promote their grape varieties, according to Sam Harrop MW.

Speaking to the drinks business at the London International Wine Fair, Harrop explained that a small export market due to domestic demand and the lack of “outgoing and showy personalities” among producers has held the Loire back.

However, the huge success of New Zealand Sauvignon Blanc and even the emergence of Chenin Blanc from South Africa has meant that consumers are now comfortable with these wines and therein lies the potential for the Loire.

“Last I checked Touraine was allowed to put the variety on the label,” said Harrop. “How many of them actually do that of course is another matter.”

Not that Harrop was advocating copying New World styles: “They need to promote their varieties more but they don’t need to compete directly with the New World,” he suggested.

“They need to trade more on the association with Sancerre and Pouilly Fumé but show that they’re better priced. These are not commodity wines coming out of Touraine but the key word is value.”

For more on France’s white wines see the June issue of db.

Rupert Millar, 17.05.2011