The consumer campaign will run from December 2-8 in national, regional and online media, backed by brands, retailers and the on-trade.†
It aims to educate consumers and encourage them to be more knowledgeable about wine so they can make informed, rather than deal-driven, choices about their wine buying and drinking.
National Wine Week is run by wine promotions company Brand Belief, which created the Get Wine Wise promotion.
It expects to reach 2 million ABC1 consumers and engage with half a million via social media and its consumer website, nationalwineweek.co.uk.
There will be wine tastings at mainline rail terminals and consumers will be encouraged to take WSET courses to boost their wine knowledge.