Plans for National Wine Month 2012

National Wine Month will return in May 2012, with plans to build on the success of this year’s inaugural event.

This year the initiative will benefit from a bigger budget, increased activity and even greater trade participation.

Designed to encourage UK wine drinkers to venture beyond their usual choices and explore the huge variety available, National Wine Month was co-ordinated by Ian Harris, chief executive of the Wine and Spirit Education Trust, with support from a trade advisory board.

The initiative exceeded its media coverage targets this year, attracting attention from national newspapers, lifestyle magazines, radio and television, including a slot on This Morning.

In addition, more than 160 companies downloaded point of sale material to publicise their own National Wine Month promotions, while nearly all of the UK’s major multiple retailers signed up as official supporters.

In all, over 50 businesses contributed to the £80,000 budget, of which the WSET donated £20,000. Many in the trade also offered non-financial support, which ranged from competition prizes to masterclasses, in-store displays, newsletters and dinners.

The total coverage was calculated as representing a return on investment of 5:1 on the original budget, much of which went toward initial start-up costs, such as the trade and consumer websites.

After thanking this year’s contributors, Harris revealed that the aim for next year is to attract enough trade support to increase this budget to £160,000.

As the planning begins for 2012, priority steps to raise the profile and impact of the initiative include recruiting a brand ambassador, holding a launch event and increasing investment in social media.