Eastern European wines will be given a boost next year when Halewood International begins a heavyweight push for its Romanian Prahova Valley brand. The region has been suffering from a lack of support and has been overshadowed by the big budgets going behind New World brands. Halewood's trade marketing manager Paul Evans is planning to change this and is pumping £500,000 into the Prahova next year. One of his problems has been the lack of generic support for Romanian wines because of the poor state of the country's economy. "It has been down to Halewood to push Romania and they have now become interlinked," he said. "We will spend some money getting the country into people's minds as well as pushing the Prahova Valley Pinot Noir. And we will be trying to ensure it is seen as the leading Romanian wine brand." His focus will be on the multiple grocers and he is planning to work with the chains on a tailormade basis, rather than to launch a major advertising campaign. He will also be building up relationships with cash and carries and independents. "The problem is getting distribution and in the last two years there has been some delisting. I have to reverse that trend." The rsp for Prahova Valley is £3.49. {{DRINKS }}

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