UK: Montilla PX launches sweet offensive in UK

By just-drinks.com editorial team | 26 March 2008

Montilla is launching a three-year campaign to promote top-end sweet Pedro Ximénez (PX) wines in the UK.

The GBP200,000 (US$399,000) campaign will see five leading Montilla producers - Bodegas Alvear, La Aurora, Moreno, Navisa and Pérez Barquero - join forces to promote the region's sweet PX wines with the support of the trade promotion agency for Andalucia, Extenda.

The Montilla PX 2008 UK campaign will kick start at this year's London International Wine Fair, where all five producers will be presenting a range of Pedro Ximénez wines.

"We believe that Montilla PX has a place in the UK market as an alternative to more widely known sweet and fortified wines," said a spokesperson for the campaign. "As a niche product, its potential in the sophisticated UK wine market is enormous."

The campaign will be supported by a series of on- and off-trade promotions, including regional tastings and events aimed at specialists, independent retailers, sommeliers and restaurateurs across the UK.

Sectors: Wine