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IWSC looks forward

Published:  23 July, 2008

Despite receiving a record number of entries for its 2005 awards, the International Wine & Spirit Competition (IWSC) is looking to cast its net still wider, having launched a new campaign aimed at raising its profile across the global wine and spirits industry.

Among the key initiatives in The Way Forward campaign, which was launched last week, are the developments of a CD-ROM explaining the competition and of a global network of agents working on the IWSC's behalf. The competition already has agents in place in Austria, Switzerland, Germany, France, Italy, Spain, Peru, Sweden and New Zealand, with more countries set to follow.

In an effort to increase overseas awareness of the competition and its commercial benefits, we need to develop our global appeal to all quality producers, regardless of size,' said IWSC PR manager Lesley Gray. We have therefore commissioned a CD-ROM, in five languages, to highlight all aspects of the competition and explain our processes. With the help of local agents, we hope to bring the competition to producers and give them a real insight into how the competition functions.'

The competition will also be forging closer links with generic bodies, local government authorities and international publications. Agreements have been reached with Fine Expressions, the new UK consumer magazine, and Magnum, a title launching in Russia in September.

IWSC director Frances Horder said: The challenges ahead are tough. However, every time I travel abroad or attend a trade tasting, I still meet people who are not fully aware of the competition, and this is a great opportunity for us to reach out

to those producers. Although we are focusing on increasing

our marketing and promotional activities, the competition itself

is not being neglected - judging procedures remain as stringent as ever.'