Focus to promote wines of Montilla

Focus PR has been appointed jointly by the Montisierra Group and Wines from Spain to promote wines from the Montilla region.

Focus PR has been appointed jointly by the Montisierra Group and

Wines from Spain to promote wines from the Montilla region.



Barbara Tysome, associate director of Focus PR, will head the account,

reporting to Graham Hines, a director at Wines from Spain. The

appointment was made following a three-way pitch and is for three

years.



The campaign is jointly funded by Wines from Spain and the Montisierra

Group, whose leading members are Bodegas Alvear and Bodegas Perez

Barquero.



Hines said: ’Montilla has long suffered from a lack of image in the UK.

This is a pity as the wines have a lot to offer, and represent excellent

quality and value for money.’



He added that clear positioning would be vital to the campaign. At the

moment, wines grown in the Montilla region in Andalucia tend to be

associated with fortified wines sector, including sherry. Also, the

Montilla wines sold in the UK tend to be from the lower end of the range

and sold as own-label supermarket brands.



The aim is to get UK distributors to import the premium wines of

Montilla, and demonstrate their quality, said Hines. Initially, the

campaign will focus on the wine trade. The activity will eventually move

on to educating consumers about the wines, and the fact many of them are

dry and lend themselves well to food.



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