Torrontés trumps consumer's favourite white wines, says study

Torrontés, the white grape variety unique to Argentina, has trumped consumer’s favourite white wines in a study by Wine Intelligence.

The study tested consumer taste perceptions of Torrontés by pitching it against the UK’s best selling white wine varieties including Chardonnay, Pinot Grigio and Sauvignon Blanc.

The respondents blind tasted six wines from two key price brackets including £5 to £7.99 and £8 to £10. They were asked to assess them on  overall likeability of aroma and taste, likelihood to buy and recommend, and recognition of the grape variety itself.

Three Argentinian Torrontés wines were tasted in each price bracket - two single varietal and one blend - along with a well known branded New Zealand Sauvignon Blanc, Australian Chardonnay and Italian Pinot Grigio.

Highlights from the research include:

• Within the £5-£7.99 bracket two Torrontés - a single varietal and Torrontés / Chardonnay blend - ranked highest (above all competing classic varieties including New Zealand Sauvignon Blanc, Australian Chardonnay and Italian Pinot Grigio)
• Within the £8-10 bracket, a Torrontés achieved second overall favourite, only beaten by a New Zealand Sauvignon Blanc
• Both single varietal Torrontés and Torrontés blends scored highly indicating the potential for both styles in the marketplace
• Torrontés competed favourably against it’s rivals on all measures including taste, aroma, and likelihood to buy and recommend

While the results show a clear appreciation of Torrontés among UK wine consumers, the study also highlighted that their awareness of the grape is currently low - with only 18% recognition of the name Torrontés versus over 90% for the other varieties tested.

Andrew Maidment, European director for Wines of Argentina said the results “not only confirmed our belief that Torrontés has a place in the UK market, but that it also offers consumers a real alternative to the classic white wine varieties”.

“The challenge now is to raise it’s profile -  both through increased marketing activity and distribution in the on-trade and off-trade,” he added.

Sarah Jane Evans MW, on behalf of Wines of Argentina, will be hosting a Torrontés and food pairing session on Monday November 14 at the Waitrose Cookery School, London. If you are an on-trade buyer and would like to attend, please email This e-mail address is being protected from spambots. You need JavaScript enabled to view it .