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NZ to rugby tackle UK on-trade

New Zealand Winegrowers is running a UK on-trade promotion to tie in with the Rugby World Cup this autumn.

The “First XV – Try New Zealand” promotion challenges agents and importers to create a promotion tailor-made for the needs of their on-trade customers.

The winning agent will receive a trip to New Zealand in 2012, accompanied by one of their key on-trade customers, which will include a tour of the country’s wine regions and producers.

Through this campaign, New Zealand Winegrowers aims to boost New Zealand sales within the UK on-trade, with particular focus on the fine dining end of the market.

Explaining the initiative, David Cox, European director for New Zealand Winegrowers, said: “The idea behind this is to encourage on-trade buyers to increase the diversity of New Zealand varieties offered by the glass and on main wine lists.

“New Zealand is passionate about rugby and with the country hosting the World Cup in September and October this is an ideal opportunity to use this major sporting event to create interesting and exciting promotions with restaurants. We know that there is a real synergy between rugby lovers and wine drinkers.”

Importers wishing to take part should contact Chris Stroud at or telephone +44 (0)207 973 8079. Interested restaurants should contact their suppliers about taking part.

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