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Campaign aims to boost sales of PX.
(From Off Licence News)
Montilla producers are launching a AGBP200,000 campaign in the UK this yearAtoAboost sales of sweet Pedro XimAnez wine.
The three-year Montilla PX campaign,Asupported by Andalucian trade agency Extenda, will kick off at the London International Wine Fair in May, where the new brand imagery willAbe unveiled. Although Montilla produces a lot of the PX grapes used in top sweet wines made in the Jerez DO, the region's wines have gained a reputation as a cut-price alternative to sherry and have taken a battering recently in the UK. Nielsen figures to the end of December 2007 show sales have dropped 27 % in the off-trade.
Five leading Montilla producers - Bodegas Alvear, La Aurora, Moreno, Navisa ...
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