Loire Valley Wines has announced a number of events to support its role as the headline sponsor for London Wine Week and it is also extending its campaign throughout the entire month of May.

The generic trade body for Loire Valley wines has plans for a nationwide independent wine merchant promotion, a series of on-trade events, and a London taxi advertising campaign; all in conjunction with London Wine Week.

The month-long independent wine merchant promotion, which begins with London Wine Week in mid-May until the end of June, involves the generic body working with wine shops across the UK to “shine a light” on their finest wines from the region.

Specific LWW events include a week-long ‘Muscadet Mobile’ and London Bridge’s street food hub at Flat Iron Square, where winemakers from Muscadet will be on hand to encourage consumers to swap their usual wine for something different from this French appellation.

Loire Wines will also show its take on Peruvian cuisine via a six-course consumer dinner at high-end Latin-American restaurant Coya, with Peruvian dishes matched to a diverse range of wines from appellations such as Touraine, Chinon, Anjou and Coteeaux du Layon.

The group will also be working with wine retailer and bar, Bedales, to host a Loire Valley Wines promotion whereby it will offer three wines for £5 for London Wine Week wristband holders from appellations such as Savennieres, Vouvray and Saumur.

There will also be a dedicated Loire Valley Wine sparkling wine stand and Three Wine Men event and ‘Pearls of the Loire’, which are LWW excusive masterclasses at Wright Bros, featuring a guided tour of Loire Valley Wines matched to six different types of oysters.

And finally Loire Valley Wines will also be branding hundreds of London black cabs throughout May, promoting all of the appellations from the region and encouraging consumers to take part in LWW promotions.

Claire Duchene, communications director, said: “May is Loire month in London! We are looking forward to taking over the capital for London Wine Week to create informative, convivial, accessible and high-quality moments, which reflect the spirit of the Loire Valley.

“London is a one of a kind hub for curious consumers who are thirsty to learn more about wins and we believe there is a real opportunity to increase our sales from this region, in particular for our white wines, given that this is a number one consumption category in the UK.

“Our dedicated activities have been crafted to target an array of consumers through different types of activities and we hope this way we increase interest for Loire Valley wines across the board.”