Three of the UK’s most important generic bodies have ditched their individual tastings and instead have joined forces to offer a larger event in September 2013.

Wines of Chile, Wines of South Africa and Wines of Argentina will run the Beautiful South tasting on September 11 and 12 at London’s Olympia 2.

Jo Wehring, UK market manager for WOSA, said the bodies had noticed “an undercurrent” from UK importers that they would be in favour of more collaborative working from the generic bodies, given the pressures of staffing and attending a slew of separate events.

But, she added, “the idea of collaboration was about more than just saving time and money”.

“We feel we are in a strong position and able to come together to talk about the synergies of the southern hemisphere countries and able to take on Europe in a way we wouldn’t have 10 years ago.”

The countries had worked together previously at Germany’s Prowein exhibition, and while Wehring is clear that there is “still a need to promote each individual country”, she believes that together they will attract a much larger audience.

She is hoping for “much stronger visitor figures than we could have achieved individually” as well as drawing in senior buyers from around Europe.

If the event is successful the codies will consider expanding it to include other countries. “Argentina, Chile and South Africa were keen to forge ahead  and we felt it best to get on and grab the opportunity,” she told Harpers.

Michael Cox, European director of Wines of Chile, added: “Three southern wine countries are breaking the mould with an innovative collaboration that aims to shake up the new world order. One place, two days, three countries, countless opportunities – fortune favours the brave!”

Andrew Maidment, Wines of Argentina’s European director, said: “We are listening to the trade, who have talked for years about taking a different approach to tastings. We aim to be fresher, more exciting and also to provide an event which makes the best use of time for all involved.”