San Pedro creates Chilean range for UK on-trade

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Drinks: Drinks, Wines
Location: South America

Chile’s Viña San Pedro has teamed up with importer Enotria&Coe to create a bespoke range of wines specifically for the UK on-trade.

Called Vinamar, the wines are designed to sit at ‘house wine +1’ level, with a Varietal range at £6.85 ex VAT and a Reserva range at £8.50 ex VAT.

The Vinamar winery is in the middle of the Casablanca Valley, 25km from the Pacific Ocean, though most of the red wines in the range come from the warmer Central Valley.

While the range of wines on offer – Chardonnay and Sauvignon Blanc for whites, Carménère, Merlot, Cabernet and Pinot Noir for reds – is pretty standard for Chile, the winery maintains that the style is not.

‘These were tailor-made for the UK market,’ San Pedro’s commercial director, Cristián Le Dantec told Imbibe. ‘The US palate is a lot sweeter, but wines like these – fruity, but also fresh – are what people [here]were asking for.’

With likely list prices between £20 and £30, Jon Pepper MW, Enotria&Coe’s marketing, retail and buying director, told Imbibe that, he expects the wines to have a broad distribution, aimed primarily at restaurant groups and chains.

The wines will be available from next week.

 

 

 

About Author

Chris Losh

After five years working on My Weekly magazine (during which time he learned how to write horoscopes and make things out of mince) in 1995 Chris Losh entered the world of drinks writing and, despite all advice from his doctor – and the wishes of most South African winemakers – has stayed there ever since. He began on Wine and Spirit International, editing it for several years before moving on to edit Wine Magazine. Both publications have since gone the way of the Dodo, but he claims to have nothing to do with their demise, and his alibi appears solid, since he was freelance writing for anyone who would pay him at the time. In 2007, he helped to set up both Imbibe magazine and the Sommelier Wine Awards, and has spent much of the last three years eating, drinking, and listening to French sommeliers talk about minerality. In 2009 he was shortlisted for the Louis Roederer Feature Writer of the Year, but didn’t win. Perhaps he should have stuck to horoscopes. And mince.

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