The Buyer | How Gavi keeps innovating with ageing and premiumisation

Gavi is ever-present on the wine lists of most restaurants in Britain. Fresh and crisp, it has an uniquely clear identity as an Italian white with an appealingly approachable style. But Italy’s ‘quiet’ wine needs to keep innovating to win new markets and appeal to younger, more experimental drinkers. Victor Smart visited the appellation to see how producers are putting an emphasis on ageing and moving up the premium ladder to stay ahead of the game.