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Wines of Argentina is commissioning a study to find out what UK consumers really think about the white grape variety, Torrontes.
Argentina’s signature red varietal, Malbec, continues to dominate wine sales, with Torrontes accounting for just 3% of exports in 2010.
Andrew Maidment, UK director of Wines of Argentina told Decanter.com thearomatic varietal had had limited success thus far because of itsdistinctive nature. ‘Torrontes has not gained as much ground in the UK as it could have done, as some key gatekeepers love it while others hate it.
‘We want to know what percentage of people love it and what percentage hate it. If more people love it than hate it, then it has got a future,’ he said
The consumer-focused research will include tastings of single varietal Torrontes as well as Torrontes blends, and different quality levels.The country’s three clones – Riojano, Mendocino and Sanjuanino – will be represented, as well as wines from different wine regions.
‘We want to know what sort of style people like. It is important that we understand this so we can better sell Torrontes.’
The results of the research will be announced at the Wines of Argentina annual UK trade tasting on September 14.