Sam Harrop MW is leading the project, which has seen both AOC Touraine and Vins de Pays producers working together to improve production techniques and to share ideas. The region’s most famous Sauvignon producers, Sancerre and Pouilly-Fume, are not involved.
The wines were selected by a panel to showcase the three main styles of Loire Sauvignon: fresh and vegetal; citrus; and tropical fruit.
The campaign is designed to raise awareness in the UK trade, particularly among independents.
Harrop said the average off-trade price for Sauvignon in the UK was £4.93. “There seems to be a great market acceptance for this variety, and not just at the lower price points,” he said, adding that the Loire represented “exceptional value”.
Producers had been encouraged to work with the natural qualities of their fruit, “not to copy the Chileans, New Zealanders or South Africams but to understand their own terroir and get closer to their true identity”.
The project was officially launched on Monday at London Fashion Week.