De Bortoli drops ‘Blanc’ to sell Sauvignon

By James Wells in Düsseldorf

De Bortoli has strongly represented the Australian wine industry at ProWein with a large stand and it went one step further dropping the 'blanc' from its sauvignon blanc to further differentiate itself.

De Bortoli general manager – Europe, Francis Aguilar, said the decision to drop the 'Blanc' and re-name the wine 'sauvignon' was a strategy to increase the premiumisation of the new De Bortoli range called Phi as well as the Yarra Valley estate grown range.

"We are emphasising our plots from Yarra such as Lusatia Park as well as specific styles," Aguilar said.

De Bortoli also released the La Boheme range including the Act One Sauvignon, Semillon Rolle, the Act Two dry pinot rose and the Act Three Pinot Gris & Friends.

Visitors to the De Bortoli stand included buyers from Canada, China, Mexico, Russia, Kazakhstan, The Netherlands, Germany and Austria.

To hear more from Francis Aguilar, click on the video below shot exclusively for TheShout at ProWein.