Richard Siddle, comment November 19 issue

Stepping off the plane last  week, after a 27-hour journey from Argentina into a fog bound London Heathrow, brought home to me how far removed South American winemakers are to the UK market.

It is certainly easy to see why the United States is a more natural market for them. Not only are Americans looking to spend more on Argentine or Chilean wine, the more wines they get to see at $25 plus a bottle the better. Hence the number of global wine names, particularly French and the big Bordeaux houses, that are see Argentina, and to a lesser extent Chile, as an ideal place to make "Parker-happy" premium wines.

Despite the difficulties many have with UK pricing demands, it was clear how important they see success here as crucial to their overall export plans. But it is the independent and on-trade channels, rather than catching the eye of Tesco or Asda, that was their main priority.

Argentine and Chilean wineries are well versed in world affairs and determined not to make the same mistakes as the over supply and structural issues facing Australia.

The one issue they agreed on, either side of the Andes, was the need to widen both the trade's and consumers' awareness of the diversity and quality of their wines. The small to mid-sized producers remain steadfast in their ambition to only target the premium market and are putting all their winemaking talents into better understanding their terroirs to make even more niche and expensive wines.

I was also struck by the number of different routes to market wineries have to the UK with many choosing to work with generalist agencies as well as South American specialists. You wonder, though, how big their share of voice is here in the UK when competing against the more price-competitive countries on those suppliers' lists.

What stands out loud and clear is this part of the world is producing some of the best value to quality wines in the world. It just needs more people to brave the flight and take a bigger cheque book with them.