The Pop in for a Drop campaign is aimed at off-licences and independents, and is limited to 50 independents on a first come, first served basis. Independents which sign up to the programme will be expected to host a tasting in-store over three days, offering customers at least four Bordeaux wines to taste free of charge.

The tasting will include at least one Bordeaux Blanc to highlight the diversity of wines the region has to offer. All wines shown should be priced between £6-£25.

Merchants will be provided with a comprehensive merchandising pack, which includes information about Bordeaux wines and ideas to help create real theatre for the tasting, and they will receive a £150 contribution towards the cost of the event.

A Taste for Bordeaux has been conceived to recognise the important role that wine merchants play with their expertise in providing personal recommendations to customers in a market where where still family-owned producers face a constant challenge to compete with mass-produced international brands.

Douglas Morton, UK consultant to the CIVB, said: "Earlier this year, the Bordeaux Wine Bureau launched its third Dine With Bordeaux promotion, which also recognises the role that independent wine merchants play in the promotion of Bordeaux Wines. Already, more than 100 dinners have been confirmed across the country and we are delighted at the response. Designed to complement Dine with Bordeaux, we hope that A Taste for Bordeaux will be equally popular."

To sign up, please visit goodfoodwouldchoosebordeaux.com/atasteforbordeaux. All participants will be required to complete an evaluation of the activity upon completion.