Pernod Ricard launched its new Vitica wine portfolio, headed by general manager Neil Philips, at the London International Wine & Spirits Fair this week.
The portfolio includes ranges from South Africa, New Zealand, Argentina and Georgia.
Through its Etchart range from Argentina, Vitica hopes to communicate the strength of the Torrontes grape, which it believes has yet to realise its full potential in the UK market.
“We are the biggest producer of this variety in Argentina and we have a huge following in our domestic market,” said Etchart’s export director, Gonzalo von Wuthenau.
The company also intends to raise the profile of Georgian wines through its Georgian arm, Georgian Wines & Spirits (GWS), which is launching two labels into the UK: Old Tbilisi and the premium Tamada, meaning ‘toastmaster’. Both labels include reds and whites from Georgia, and prices range from £4.99 to £7.99.
GWS is one of the largest private enterprises in Georgia, and has a large established market in Russia. It was set up in 1993 as a joint venture with Pernod Ricard Europe.
“Georgia has a long history, but it needs a greater presence overseas to communicate its quality and styles,” said Giorgi Tevzadze, production quality control director for GWS at Pernod Ricard.
Vitica also incorporates the South African Long Mountain range. The brand launched a Shiraz Rosé 2005 and a Sparkling Chardonnay Pinot Noir (rsp: £7.99) at the fair.