The capital city boasts over 18,000 restaurants, with Italian cuisine being particularly popular in upscale areas like Mayfair, Knightsbridge, and Covent Garden. High-end Italian restaurants frequently seek authentic, premium wine imports to complement their menus. The city’s competitive fine dining scene means restaurants are constantly looking for exclusive Italian wines to differentiate their offerings. Key opportunity exists in supplying small-batch, artisanal wines from lesser-known Italian regions.