The campaign is called “Surprisingly Good Pinot Noir” and is designed to showcase the quality and value that Halewood Romania can offer on the grape that engenders such passion among winemakers.
It will be backed by a new website - www.halewood-romania-pinotnoir.co.uk - and an ad campaign and social media drive.
Pinot Noir has been Romania’s flagship grape since Halewood started importing wines from the eastern European nation in the 1980s.
For a time Romanian wine’s reputation in the UK was battered by cheap bottles of poor quality.
But recently it has seen a resurgence: Nielsen MAT figures from September 2012 show it is the fastest-growing wine country of origin in UK, up 78.5% in volume and 80.4% in value.
Now Halewood thinks the time is right to show the effects 25 years of investing in modern vineyards and winery facilities has had upon Romanian Pinot Noir.
It believes the investment, coupled with the improving skills of winemakers with international experience, has resulted in the country’s best-ever Pinot Noirs and it wants them to get “the recognition the deserve”.
The range starts with the “great value” La Umbra, and offers a selection of modern Pinot Noirs, including single vineyard wines, a rosé, a sparkling rosé and a “top of the range oak aged wine”.
Halewood Romania said it is already seeing the first signs of success from its focus on Pinot Noir, with new listings for the grape variety with The Wine Society and Laithwaite’s.
Managing director Dan Muntean said: “We believe that this range of Pinot Noirs is amongst the best that Romania has ever produced. We challenge you to find better value Pinot Noir, and invite you to be surprised.”