The Loire Valley heads to London for exclusive tasting

The Loire Valley is heading to London on 26 March for an exclusive tasting event, following a strong showing at Wine Paris. With 18 producers representing the diversity of the region, the event aims to create a buzz around Loire wines in the UK market, which has proven slightly more challenging than others. 

The Loire Valley, France’s third-largest wine-producing region, is bringing its breadth of styles to London in an effort to build momentum in a market where organic popularity has been slower to take hold. Antoine Couillabin Loiselier, project manager at Food Loire, and Antoine Waels, head of international development at Dev'Up Centre-Val de Loire, explained such dynamics in an interview with db at Wine Paris recently. Couillabin Loiselier explained the reasoning behind the push: “It’s interesting – in other countries, Loire wines have grown very popular and continue to gain momentum. In the UK, it feels like we have to go and get it. So we are coming to get it.” The energy follows a successful showing at Wine Paris, where the Loire had a strong presence in the France hall. Now, the focus shifts to London, where 18 producers from across the valley will be showcasing their wines to a broad spectrum of industry professionals. The event comes at a crucial time, as 2024 presented challenges for the industry at large. “The UK market is huge for us, but it’s been tough to come back after a difficult year,” Couillabin Loiselier noted. “This is a chance to showcase the diversity of what we have to offer as a region.” Different ideas, products and styles will be made available at the tasting, including the Loire’s "naturally low-alcohol wines" which come at a time when global trends for no- and low-alcohol options are sky high.

Reflecting industry demands

Sustainability will also be in focus, with a pre-event masterclass covering the region’s commitment to environmental practices – a vital topic given that 85% of the Loire Valley’s vineyards are engaged in sustainable initiatives. The Loire’s sparkling wines are expected to perform well with UK buyers, given the nation’s growing enthusiasm for fizz. Meanwhile, lighter, crisp white wines – a category trending worldwide – offer another opportunity for the region to shine. Despite the challenges of 2024, the Loire Valley is seeing growth, with notably more producers at Wine Paris than the previous year. With the average vineyard in the region spanning just 10–15 hectares, the event offers a rare opportunity to experience a diverse selection of wines from smaller, often family-run producers. With lightweight bottles already a norm in the region, and a wide range of styles designed to appeal to younger drinkers, the Loire Valley is positioning itself at the forefront of contemporary wine trends. And on 26 March, London’s wine trade will have the chance to see – and taste – why. Further details on who will be leading the tasting will be shared in due course.