Wines of Chile rewards indies for imaginative promotions

Cornhill Wines of Ilminster in Somerset was singled out for special praise by the judges of Wines of Chile’s first promotion for independents.

The event ran in September and aimed to highlight Chile’s bicentenary celebrations with a month of promotions.

Cornhill was praised for its “marathon effort” as something was organised on nearly every day of the month.

The store was one of seven regional winners. Others were: Amps Fine Wines, Oundle, Cambridgeshire; James Nichol­son, Crossgar, Co Down; the Jolly Vintner, Tiverton, Devon; Rodney Densem Wines, Nantwich, Cheshire; Taurus Wines, Bramley, Surrey; and Wright Wine Company, Skipton, North Yorkshire.

Each wins a trip to Chile next year and £500 towards promotional costs.

Judges were looking for innovative ways to champion Chilean wines to consumers without necessarily using a discount.

Activities across the winners included in-store and window displays, dinners, tastings and a cookery demonstration of Chilean cuisine.

Fourteen runners-up also received £500. They were: Aitken Wines, Dundee; Corkscrew Wines, Carlisle, Cumbria; D Byrne, Clitheroe, Lancashire; Hennings, Pulborough, West Sussex; Hercules Wine Warehouse, Herne Bay, Kent; Hoults, Huddersfield, West Yorkshire; Old Chapel Cellars, Truro, Cornwall; Open All Hours, Keswick, Cumbria; Red Field Wine Merchants, Paignton, Devon; SH Jones, Banbury, Oxfordshire; the Wine Circle, Virginia Water, Surrey; Touchstone Wines, Stone, Staffordshire; Wines of Interest, Ipswich, Suffolk; and Willoughby’s Wine Warehouse, Sale, Greater Manchester.