The three-year Montilla PX campaign, supported by Andalucian trade agency Extenda, will kick off at the London International Wine Fair in May when five producers will present a range of their wines and unveil new brand imagery.
The off and on-trade will also be targeted 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.
Although Montilla produces a lot of the PX grapes used in top sweet wines produced 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 per cent in the off-trade.
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.