Italian wine representatives in the UK hope to persuade wine-producing regions to create a generic marketing campaign for the country’s wines.
This was the outcome of the Anglo-Italian Liaison Meeting hosted by the Wine and Spirit Trade Association’s Italian Wines Committee last month.
Changes in the Italian constitution have meant that potential government funding for wine promotion is diverted through the regions.
Pierpaolo Petrassi, chairman of the committee, said: “Time and again discussions focused on the need for a generic campaign to reinforce the quality image of Italian wine.”
Trade groups will visit Italian regions later this year to lobby growers for funding.