Yesterday OLN revealed that Wines of Argentina, Wines of Chile and Wines of South Africa will run the tasting under the name The Beautiful South on September 11 and 12 at Olympia in west London.
PLB, which distributes dozens of wines from all three countries to off-trade outlets across the UK, called it a “fantastic initiative”.
Sales director John Osborne said: “At a time when importers and producers, more than ever, are controlling their cost base and looking to make every investment as cost effective as possible, this move from these three generic bodies is a very welcome one indeed.
“The combination of these three excellent wine producing nations over a two-day event should be a significant attraction for many more buyers thus giving greater exposure and opportunity to all involved.”
Buying director Paul Meihuizen added: “What a fantastic initiative – this will make the decision on whether or not to attend the generic tasting a lot easier.
“It has to be a yes.
“We have had a number of suppliers questioning the value of the current format due to travel time and cost as well as face time with the appropriate customers.
“The pressure on everyone’s time these days is very real, so by combining three generic tastings into one bigger event, you give people the perfect reason not to miss it.
“Producers will be motivated by a potentially bigger audience so will make the effort to attend the event, which ultimately should result in a successful couple of days. I will certainly be encouraging our suppliers to attend.”