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Hallgarten launches campaign to get independents behind 'weird and wonderful' varieties

Published:  21 July, 2015

Hallgarten Druitt & Novum Wines has embarked on a campaign to drive interest from independent wine merchants in the "weird and wonderful" wines in its portfolio.

The campaign includes a 12-for-11 bottle price offer, social media, varietal-specific POS and a 32-page guide to grape varieties.

Independents can request a copy of the guide - which lists each grape's origins, organoleptic character and stylistic qualities - ­ for use in consumer promotions.

Hallgarten won the wine list of the year award at last week's International Wine Challenge and said it had "built its reputation on seeking out esoteric and lesser known wines and grapes from around the world".

"For every Sauvignon, Shiraz or Chardonnay there are dozens of lesser known but equally exciting grape varieties," said communications manager Chris Wilson.

"Our buyer Steve Daniel has long championed these weird and wonderful wines, which are a key strength of the Hallgarten portfolio.

"We love to celebrate these under-the-radar wines and hope that this campaign, and the educational book we've produced, will ultimately help consumers discover something new."

Wines included in the promotion are: Gaia Wild Ferment Assyrtiko, Greece; New Hall Bacchus, England; Feudi di San Gregorio Falanghina, Italy; Hiruzta Txakoli Winery Hondarabbi Zuri, Spain; Grace Winery Koshu, Japan; Berton Vineyard Vermentino, Australia; Kyperounda Winery Xynesteri, Cyprus; Duca di Castelmonte Gibele Zibibbo, Sicily; Cantine San Marcano Negroamaro, Italy; Don David Tannat, Argentina; Moli Dels Capellans Trepat Negra, Spain.