Maison Sichel is rolling out its Sichel Independents Initiative for 2018 and for the first time it will run across retail, on-premise and online.

The French wine producer and negociant is linking with London-based Davy’s Wine Merchants for its Sichel Independents Initiative, which aims to raise awareness of the different aspects of Maison Sichel and its wines among all levels of a merchant’s staff and its customers.

The programme includes staff training sessions, on-premise tastings, dinners, customer prize draws, and an inter-branch competition. The prize is a short break to France, visiting Sichel vineyards in Bordeaux and the South of France, and meeting the family and winemakers.

Davy’s chairman, James Davy, said: “Maison Sichel and Davy’s have a lot of shared heritage. We are both family-owned companies and Davy’s has always been recognised for its training and team motivation, so we are delighted to be taking our relationship with Sichel one stage further. Sichel wines are an important part of our French offer and The Initiative is an opportunity to introduce some new wines and offer our customers better product knowledge on them. I am looking forward to a joint success.”

Max Sichel said: “Maison Sichel wants to get away from the simple price-based promotion. We are looking for an upturn in sales, but more importantly we want the merchant’s teams to understand more about us, what makes us different – the fact that we are not just a Bordeaux producer but have properties in the Languedoc and the South West for example, or understand how we produce their house wines. Most importantly, we want to get the people who sell and serve our wines to come and see for themselves, not just the buying team.”

The Sichel Independents Initiative will run with Davy’s from November 5 to December 31 2018 in its two London wine shops, in all Davy’s Wine Bars, its online store and the Davy-owned El Vino and tapas bars.