Run by Bristol-based Coco PR, activity will kick off with a press trip in June and the first annual trade and press tasting in October.
“This campaign is exactly what Lebanon needs to move forward and continue to get its wines taken seriously on the international stage,” said Beirut-based journalist Michael Karam. “For too long, Lebanese wine has hovered on the fringes of wine stardom. Now the wineries can really capitalise on the country’s growing popularity abroad.”?Coco’s director Madeleine Waters said Wines of Lebanon was being funded by wineries without government support, which explains the country’s late surge into promoting its wines.
“The campaign has been a huge cultural shift for wineries, more used to competing rather than co-operating,” she said. “They are keen to develop the?UK market and overcome people’s perceptions of Lebanon as a war-torn country, which is a big challenge.” Waters said consumer education would be a future challenge for the generic body, while current activity will focus on increasing distribution in the UK.
Members include Chateau Musar, the country’s most recognised brand, and Chateau Ksara, the country’s oldest winery.