Sud de France hopes to build interest in the region in the UK through a combination of wine promotions and competitions with the trade, and running food, wine and cultural festivals with consumers.

It is once again running its established Sud de France festival in early September in London where it will look to create a village-type atmosphere for consumers, giving them the chance to taste its wines, as well as enjoy the local cuisine, chill out on a man-made beach and take part in fun events like a pétanque competition.

This will coincide in September with an independent wine merchant promotion and link up with selected restaurants to help promote Sud de France wines.

It is to announce the Sud de France Top 50 Wines, chosen by a panel of judges chaired by Tim Atkin MW, at its annual tasting on June 6.

It is also developing its own Sud de France mobile app giving consumers and the trade the chance to see which of its wines are being stocked at different outlets right across the trade, focusing particularly on London and its surrounding area. It is due to launch at the London International Wine Fair.

This will be followed by a wider  Sud de France app that will also include tourism details and allow users to book hotels, restaurants and local attractions in the region, as well as carry details about wines, producers and distributors.