German wine toasts link with Ramsay

Palatium, the German wine brand created by ZGM, is hoping for a sales boost as a result of its link with the TV show Gordon Ramsay’s Cookalong.

The Pinot Blanc is being offered as a welcome drink to guests at each show currently airing on Channel 4. ZGM is also featured on the show’s website.

ZGM managing director Steve Howard said: “The sampling behind the scenes at Gordon Ramsay’s Cookalong has resulted in some great feedback from consumers who enjoy this new style of German wine. Palatium is challenging the misconceptions remaining among many consumers who associate Germany with Hock and Liebfraumilch only.

“We have also invested in high-profile consumer PR and much in-store sampling to drive sales of Palatium which we launched in March this year."

Palatium is one of a series of branded and own-label wines launched by ZGM as part of a £4.8 million investment in the UK this year. It is available at Tesco priced £5.99.