Brand owner/wine producer

In countries such as France and Italy [importance of international varieties ] is limited because they have regional histories. New World producers with no regional history use grape varieties and this is exactly the right attitude. Consumers have an expectation of Cabernet or Chardonnay. The first choice (for wine) is colour and the next is grape variety. The international varieties help in blending so you put a well -known variety with, say, Sangiovese or Tempranillo , or Chardonnay with Verdelho. It helps to introduce other varieties.