The Alsace Wines Council (CIVA) has launched a fresh UK marketing campaign for the region's wines.

The promotion, drawn up by the CIVA and French wine marketers Sopexa, builds on the campaign of the last three years that pushed the link between Alsace wines and Asian cuisine.

However, a Sopexa spokesperson told just-drinks today (28 June) that the latest effort was a "more generic" campaign, promoting Alsace wines with all types of dishes from the continent, rather than just Indian or Chinese food.

The refreshed visuals feature popular Asian dishes alongside the flute-shaped Alsace bottle, driven by a simple headline: "Eat Asian. Drink Alsace."