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Montilla PX launches 3-year marketing campaign

Published:  18 January, 2007

A three-year campaign to drive Pedro Ximenez (PX) from Montilla will be launched at this year's London International Wine Fair (LIWF).

Five of the top Montilla producers will aim to promote the region's sweet wines with the help of the Trade Promotion Agency for Andalucia (EXTENDA).

Some 200,000 will be spent on the campaign in 2008, which will target both the on and off-trade with a series of educational tastings and events.

Maria Alvear, campaign spokesperson, said: "We are very excited about our plans for 2008, which will give us the chance to talk about Montilla's unique heritage and present our hand-crafted wines to UK trade and consumers.

"We believe that Montilla PX has a place in the UK market as an alternative to more widely known sweet and fortified wines.

"As a niche product, its potential in the sophisticated UK wine market is enormous."