Trade urged to unite for National Wine Month

Next May will be National Wine Month – an initiative which aims to unite the trade in a drive to boost consumer communications.

The Wine & Spirit Education Trust is co-ordinating the push, which will run under the banner Make Time for Wine.

The WSET has invested in the drive and is calling on the rest of the trade to get behind it too.

aithwaites, Tesco and Asda have already signed up, along with a number of wine companies.

WSET chief executive Ian Harris said: “The aim of National Wine Month is to bring the trade together under one promotional umbrella to create a peak of awareness for wine.

“It is an opportunity for the trade to drive greater trial by encouraging consumers to explore and discover new wines, thereby creating improved understanding and enjoyment.”?Publicity for the push will start in January with consumer PR in national and regional media, including high-profile competitions to win money-can’t-buy prizes donated by wine producers.

The WSET will host a Make Time for Wine consumer roadshow with tastings in key regions around the country in May, and will launch a course under the same title.

A trade website with an online toolkit for businesses that wish to take part in National Wine Month is under development, and a consumer website designed to engage wine drinkers present and future with the initiative will follow.

Harris said: “It will take a joint effort to successfully raise the profile of wine during May. We are asking people to contribute to the central budget and to organise activities during the month.

“There is a really strong business bene­fit for individual companies which can shout about their wines from the platform Make Time for Wine creates.”