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WSET to increase National Wine Month investment

Published:  04 July, 2011

Plans to hold the second National Wine Month with increased investment in 2012 are underway after this year's was hailed a success by co-ordinators, the Wine & Spirit Education Trust.

Most major retailers, over 70 wine brands and 54 companies backed the initiative throughout May to engage consumers with wine and encourage experimentation under the 'Make Time for Wine' campaign.

Activity included in-store, customer communications, on-line and point of sale.

WSET and other educators hosted more than 100 wine education and tasting events around the country throughout the month, designed to expand consumers wine boundaries and encourage them to trade up.

Ian Harris of WSET, said:  "We are delighted at the strong level of support from the industry for the first National Wine Month.

The media pick up has been great which demonstrates the attraction of interesting and relevant wine information for all audiences.

To achieve this high level of coverage we would have had to spend around £430k in equivalent advertising.

Overall it is very encouraging and we are very excited and motivated by the significant and positive interest we have received for 2012 planning."

He added that whilst May is the focus, Make Time for Wine is an initiative that is relevant year round and the WSET will be keeping the websites and social networking active as we develop the activity for next year.

It is also urging businesses to include the Time for Wine slogan in their communications to keep the concept National Wine Month on the radar.