San Pedro creates Chilean range for UK on-trade

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.




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