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Published:  23 July, 2008

By Jack Hibberd

Alsace Wines is launching its first consumer campaign in the UK by emphasising its affinity with Asian food. Three cuisines feature in the generic body's adverts - Thai, Chinese and Indian - with each advert carrying a food and wine pairing message, such as: Eat Chinese - Drink Alsace. Speaking at the campaign's launch, held at London's fashionable Asian restaurant The Cinnamon Club, in Westminster, Richard Kannemaker of the Conseil Interprofessionnel des Vins d'Alsace said that while in France, Alsace wines have the highest sales by value of any white wine region, in the UK they only have a niche market. Alsace wines are banking on this long-term effort to enlarge their appeal,' he added. The adverts will run in consumer food and drink titles and newspapers' weekend supplements and are expected to reach 11 million consumers.