New Zealand Winegrowers is marking the Rugby World Cup with an incentive programme for UK agents and importers to win a trip to New Zealand, taking a key on-trade customer with them.

The idea is that importers run a rugby-themed promotion with their restaurant customers, increasing the presence of NZ wines and encouraging their purchase, especially in fine dining establishments. But agents and importers will have to come up with their own creative ideas tailored to their customers' individual needs, rather than simply taking on a traditional generic campaign provided by NZWG.

Describing the Rugby World Cup as 'an ideal opportunity' to create restaurant promotions, NZWG director Europe, David Cox, said: 'The idea behind this is to encourage on-trade buyers to increase the diversity of New Zealand varietals offered by the glass and on main wine lists. We know that there is a real synergy between rugby lovers and wine drinkers.'

The winning agent will win a trip for himself or herself, plus a representative from a participating restaurant, with the prize including flights, accommodation, a tour of NZ wine regions and visits to a selection of wineries.

Interested restaurants should contact their suppliers.

News item from Imbibe.com, 10-08-2011