Sauvignon Blanc from the Loire is hoping to boost its image in the UK with a new campaign aimed at the trade.

The project got underway with Sam Harrop MW offering technical assistance to both AOC Touraine and Vins de Pays producers in the region in a protocol he described as being "just about sensible winemaking".

"We're encouraging a diverse style," he said. "We're saying, look at your terroir, your aspect and your yields and make your wine in a style that suits the fruit. Some wines are very citrus, some are very vegetal - the market likes different styles of Sauvignon Blanc. It's not just about the blockbuster tropical style from New Zealand."

Twenty-nine "ambassador" wines have been chosen to reflect the best examples of Loire Sauvignon, though Sancerre and Pouilly-Fume are not part of the project, which is backed by Inter Loire.

The project, which follows Harrop's Cabernet Franc initiative in the region, may take on a consumer dimension next year.