Enotria&Coe is to introduce a dedicated support team specifically for its Italian wines in 2017, according to the merchant's director of buying, Sergio De Luca.
A second support team will be created to work with the non-Italian wines in the merchant's portfolio.
Both teams will work behind the sales forces to provide training for venues on request.
De Luca says that the decision to create a separate team for the Italian wines is a recognition of both the complexity and the untapped potential of Italian wine in the on-trade.
'At the moment we are suffering from the "Curse of the P",' he told Imbibe. 'Every restaurant will ask us for a Pinot Grigio or a Prosecco. We want to go beyond that. Italian wine is complicated, but we want to push the knowledge that will allow customers to sell more of the good wines.'
But the creation of a dedicated Italian support team is also part of a general refocusing on all things Italian, and Deluca, who has been with Enotria for over 30 years, admits that future developments will see more of a return to the company’s roots.
'We want to reclaim what we were – one of the most important Italian specialists in the country,' he said. 'It's a progression we will see over the next year or so.'
Currently, Italian wines make up 40% of Enotria's list.