Push planned for Pedro Ximénex in UK

Later this year Britain will see a campaign promoting the rich, dark, sweet wine made from raisined Pedro Ximénez (PX) grapes from Montilla in Andalucia, southern Spain. This will include new brand imagery for the sweet wine region and a website.

Launching at the London International Wine Fair (LIWF) will be a three-year marketing push for PX wines, spearheaded by five leading Montilla producers and the trade promotion agency for Andalucia, EXTENDA.
£200,000 is being spent on educational tastings and events aimed at independent retailers, sommeliers and restaurateurs in the UK. Press events and trips are also planned.
“We are very excited about our plans for 2008, which will give us the chance to talk about Montilla’s unique heritage and present our hand-crafted wines to UK trade and consumers,” said Maria Alvear, spokesperson for the campaign. “We believe that Montilla PX has a place in the UK market as an alternative to more widely known sweet and fortified wines… as a niche product, its potential in the sophisticated UK wine market is enormous.”
Five producers leading the campaign include:
Bodegas Alvear
La Aurora
Moreno
Navisa
Pérez Barquero

Patrick Schmitt, 26/03/08