Wines of Portugal is launching a UK-wide campaign targeting the UK independent retail sector. Using non-wine related social media influencers, the hope is to boost the presence of Portuguese wines in local wine merchants.
Starting on 14th June The Wines of Portugal month, with a series of promotions, special events and tastings, #JuneIsForIndies campaign will celebrate with participating indies, focusing on Portuguese wines both in store and online.
Wines of Portugal have selected fifteen independent retailers to take part in the campaign.
Each retailer, who attended an educational seminar hosted by Sarah Ahmed, has received a generous support package, alongside a digital ‘tool box’, point of sale material, to promote Portuguese wines, with online support available to them.
In addition, each indie has been paired with a local social media ‘influencer’ who will help raise awareness of the Portuguese wines in the local store, using the hashtags: #JuneIsforIndies and #WinesofPortugalUK and encourage their followers to support their local independent merchant.
Taking part in #JuneIsforIndies are; Bar Douro, Cambridge Wines Merchant, Duncan Murray Wines, Philglas & Swiggot and Loki Wines.
A landing page, listing all the participating retailers with contacts and addresses, has been created to help facilitate access to the promotions, tastings and other activities the indies are running. Check that page out here.
Speaking about the campaign, Duncan Murray from Duncan Murray Wines in Market Harborough said:
“People coming to independents are looking for something a bit different and Portugal provides that in spades,”
“The wines are food-friendly, there’s a versatility, the flavours are really exciting and there’s a real difference between the same grape in the north, the middle and the south”.
The UK is Portugal’s third biggest market, after France and US, and saw the biggest growth in 2020 and the first quarter of 2021.
In a recent survey, Portugal ranked 4th as the country with the highest growth potential, with 28% of wine merchants who responded saying they were seeing growth in Portuguese wines, according to Frederico Falcão, Chairman of the ViniPortugal board.
For more information on Wines of Portugal, check out the official website.