The three-year Montilla PX campaign, supported by Andalucian trade agency Extenda, will kick off at the London International Wine Fair in May, where the new brand imagery will be unveiled.
Although Montilla produces a lot of the PX grapes used in top sweet wines made in the Jerez DO, the region's wines have gained a reputation as a cut-price alternative to sherry and have taken a battering recently in the UK. Nielsen figures to the end of December 2007 show sales have dropped 27 % in the off-trade.
Five leading Montilla producers - Bodegas Alvear, La Aurora, Moreno, Navisa and Pérez Barquero - have joined forces to promote the campaign and will be at the LIWF with their wines.
The campaign will target the off and on-trade through a programme of educational tastings and events, including a series of regional tastings in June organised in association with the Academy of Food & Wine.
Montilla PX 2008 spokeswoman Maria Alvear said the campaign would give producers the chance to shout about their wines.
"We believe that Montilla PX has a place in the UK market as an alternative to more widely known sweet and fortified wines. Montilla PX remains one of the best-kept secrets for wine enthusiasts and gourmets alike. As a niche product, its potential in the sophisticated UK wine market is enormous," she said.