In a bid to claw back France’s share of the UK wine market, a campaign for wine from the Médoc region of Bordeaux is to target the independent off-trade.
The Great Médoc Challenge, to be launched by the Conseil des Vins du Médoc (CVM), will take place this October through point of sale material and a prize draw package worth more than £15,000.
Participating stores will receive promotional kits free of charge and winning vouchers have to be used in the stores where they were collected.
Jean-Louis Viaut, MD of CVM, said: “We will provide an exceptional package promoting the wonderful diversity of Médoc wines and an exciting platform to drive sales.”