Douro’s independent challenge - [Harpers | January 18 2008]

[Mario Ferreira]

Harpers | January 18 2008
http://www.harpers.co.uk

PORTUGAL
Douro’s independent challenge

The race is on for independent retailers to be more imaginative in the way they promote Douro wine in their stores. The Port and Douro Wine Institute (IVDP) has launched a competition for the best in-store Douro wine display which Harpers has been asked to help judge.
The most creative retailer will win an all-expenses-paid four-day trip to the Douro. Runners-up for each UK region will take home mixed cases of Douro wines. “So far, 35 branded point-of-sale kits have been sent out to retailers as far afield as Edinburgh to Cornwall,” a spokesman for the IVDP said. “Douro is very complex and has been overshadowed by Port. That is why we want to help retailers gain knowledge of the brand, which they can pass on to their customers. “By running this competition, we will also be promoting Portugal as a whole, which can’t be a bad thing.” The branded POS kit includes neck tags, shelf barkers, a Portuguese flag and posters. To enter the competition, retailers will need to submit pictures of their displays, which will be judged at the end of February by Harpers. Ideally, displays should be kept up until Sunday February 10, 2008. Retailers should call Charlie Goblet d’Alviella at Westbury Communications, on 020 7751 9170 to receive a kit and enter the competition.