The Veneto winemaking region of Soave is set to be given a boost in the UK, with the launch of a trade and consumer campaign.
Fronted by Sarah Abbott MW, the campaign will be supported by trade PR activity, putting new regulations into place which put the focus on high quality.
A series of roadshows will take place in several UK cities over the upcoming summer months. The 'Summer of Soave' will see the wines introduced to a wider audience, including by-the-glass promotions and wine flights with restaurant partners.
'The Soave region has a nuanced terroir with outstanding quality potential that is fully expressed in the wines,' said Abbott. 'The styles of and stories behind contemporary Soave have a lot to offer the UK wine market.
'It's time to take a new look at Soave, including its sparkling and sweet wines. Its terroir of basalt and limestone, volcanic and marine gives winemakers the basis from which to produce some truly outstanding wines.'
Fancy getting involved? The campaign will be launched with a tasting and masterclass of Soave wines on 30 March at 67 Pall Mall. To request an invitation, contact Swirl Wine.