The European Union’s unique history and geography has resulted in a broad selection of drinks that reflect all aspects of the continent and as such it is home to some of the world’s most iconic wines, spirits, and beers. However, in recent years, there have been exciting developments in some of the continent’s lesser-known regions which are well worth considering for your wine lists.
“The vast majority of wine trends begin in the on-trade and having that unique point of contact with the customer is the perfect opportunity to introduce them to new tastes and experiences whilst gaining the benefit of immediate feedback,” says Neil McAndrew, wine expert and advisor to the EU’s ‘More Than Only Food & Drink’ campaign.
“Wine generally tastes better with food and offering wines that match a specific dish is a great way to introduce these emerging wine regions and take your customers on a journey of discovery which adds to the customers overall dining experience. By the glass, offers the perfect format to promote lesser-known wines and with staff trained in the ‘story’ of the region, producer and grape variety, it can really help to encourage experimentation.”
Neil adds: “Customers are often conservative in their choices due to a fear of making a mistake and ordering the wrong wine. They often say ‘they know what they like’ but in reality, most customers enjoy nothing more than discovering a new emerging wine and it can soon become their new favourite.”
According to Neil, the growing popularity of Greek wines is a combination of quality and value. In 2023, the UK became the fifth most valuable destination for Greek wine exports, accounting for 7.03% of the total export market, valued at approximately (5.9 million GBP).
Portugal is also showing strong growth with anecdotal sales growth across all channels and Neil believes this is helped by UK holiday makers discovering the wine and food first hand. The combination of heritage, variety of styles, modern winemaking and above all value for money makes this vinous paradise a growing success story in the UK. The UK is now the third largest importer of Portuguese wine.
For restaurants looking to broaden their wine lists, Neil suggests: “For the whites add some Assyrtiko from Greece which produces high quality dry white wines, Malvasia from Istria in Croatia or a delicious Furmint from Hungary. For the reds, the native grape varieties in Hungary, Greece and Bulgaria offer great value to quality whilst Romania has very strong options, particularly at the entry level, many with modern, attractive packaging and familiar international grape varieties such as Pinot Noir and Sauvignon Blanc.”
Jancis Robinson OBE, ComMA and Master of Wine, is often asked about the regions to look out for and in recent years she has pointed towards Greece and Portugal, stating, “thanks to their array of indigenous grape varieties combined with dramatically improved winemaking and less-than-established reputations, they can both offer real originality and value.”
Portugal has a rich heritage of other blended wines typically made from its indigenous grape varieties. In Mode venues3, Portuguese blends feature in at least half of wine lists with more featuring them by the glass compared to two years ago. In the UK on-trade, Portuguese wines are still niche, accounting for 0.3% of MAT still wine volumes, but there are already signs of growth (+7.8% vs. last year). Known for its youthful qualities and vibrant acidity, Vinho Verde is also seeing a growth in popularity. Vinho Verde bottle listings appear in at least one out of two Mode restaurant listings, it is also growing in popularity in Mode venues appearing in more wine by the glass listings.
Neil McAndrew’s tips for taking diners on a journey of discovery
1) Create a flexible and approachable framework to launching emerging wines. Include them in the heart of your wine offering, not on the fringes.
2) Highlight emerging wines as part of your ‘by the glass’ program.
3) Include details about the region and taste to give confidence to the customers. You can also recommend them as a match with a specific dish.
4) Many of the emerging regions are now regular holiday destinations, such as Greece and Croatia, and some diners will have tried the wines on their travels - nothing beats reliving their memories.
Satisfying the conscious diner
Sustainability credentials are increasingly a key driver of consumer choices with sales of organic, vegan and sustainable wines growing at an impressive rate, driven by ethical and planet conscious drinkers.
This growing demand for organic and natural wines is reflected in EU production with Europe cultivating 90% of the grapes used in organic wine. France, Italy and Spain are at the forefront of the EU organic wine movement; vineyards dating back centuries coupled with long-standing wine practices, make these ideal locations for organic viticulture. Germany, Austria, Portugal, Greece, Bulgaria and Romania are also included in the world’s top 20 organic wine producing regions.
The classics of tomorrow are ready to be discovered
Thanks to rising standards of quality, safety and sustainability, the EU has expanded its wine offering beyond the traditional regions of France, Italy and Spain. A new, exciting era for emerging regions has begun. Restaurateurs and sommeliers have the perfect opportunity to educate and help their guests to discover wines that are often accessibly priced but yet have the potential to become the classics of tomorrow.
For more information about the EU’s ‘More Than Only Food & Drink’ campaign, visit: https://enjoy-its-from-europe.campaign.europa.eu/united-kingdom/en
