To compete for an award, retailers must put Chile in the spotlight throughout September, with in-store displays, tastings, wine dinners and promotions.
The event will coincide with Chile's national day on September 18.
The competition is open to all independent wine merchants in England, Scotland, Wales and Northern Ireland.
The top four retailers will win an all-expenses-paid buying trip to Chile in January 2012, plus £500 towards the expenses of the promotion. Ten runners-up will receive £500 each.
For more details and an entry pack including promotional materials such as posters and neck collars, email email@example.com before July 21.