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
The campaign is jointly funded by Wines from Spain and the Montisierra
Group, whose leading members are Bodegas Alvear and Bodegas Perez
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.