Montilla PX producers target UK

19 March, 2008

Montilla producers have announced plans to launch a £200,000 campaign in the UK to boost sales of sweet Pedro Ximénez wine.

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.

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