Alsace Wines is offering 10 indies the chance to boost their Alsatian sales with an innovative promotion.

Each approved participating merchant will be awarded £300, allowing them to put in place a promotional strategy that best suits their customer base and business model. Retailers are free to list any AOC Alsace wines to best complement their broader range.

To be considered for the £300 bursary, you must:

• Have very few, or no Alsace wines currently on your shelves, and be keen to develop the range.
• Commit to providing full details, along with photographic evidence, of the new Alsace wines in store.
• Provide evidence of any promotional activity that takes place, such as social media posts, window displays, in-store tastings – the more the merrier.

Apply for your bursary today

If you can fulfil the criteria above, you can apply for your £300 bursary straight away.

Email charlotte@winemerchantmag.com with your full details including business name and address.

You must have a bricks-and-mortar shop in the UK to be eligible. The final decision on the 10 bursaries will be taken by Alsace Wines, based on information submitted by participating merchants. Approved merchants will be contacted to say they have qualifed for the bursary. Money will be transferred once the promotion is complete, and after a report has been sent decribing how it went.

The people

Alsace has an impressive number of family-owned estates, many of which have been making wine for several generations. As the locals are fond of saying, “there is a sense of responsibility for the next generation”. The vine growers of Alsace regard themselves as stewards of the land.

Organic and biodynamic viticulture lies at the core of this guardianship, with 30% of Alsace vineyards being certified organic, including 7% which have biodynamic accreditation.

Terroir

The Vosges mountains are the geological and structural heart of Alsace. They serve as a barrier to rain and help harness 1,800 hours of sun per year.

The region’s turbulent geographical history has left an extraordinarily varied and complex range of terroirs. You will find all of the geological formations from the Palaeozoic to the Quaternary eras in Alsace.

The wines are the greatest storytellers of the terroir, with each soil type influencing what’s in the glass in its own way. Wines from high-altitude schist soils tend to be svelte and austere, while those with sandstone origins are livelier, with strong varietal expression. In the Vosges foothills, marly limestone yields full-bodied, well-structured and peppery wines, while pure limestone gives flavours of lemon and fine acidity.

Food and wine pairing credentials

As sommeliers and foodies can attest, the wines of Alsace have outstanding versatility for matching with food.

As Portuguese sommelier Nuno Pereira told Squaremeal: “Alsace wine brings an incredible range of pairing options. From light starters using the freshness of Sylvaner, to the option of fish or meat using the richness of a Riesling or Pinot Gris. And even the Vendange Tardive can be an experience for a customer when paired with fruit-based desserts. Not to forget the versatility of Gewurztraminer for a spicier dish or for a customer who has a sweeter preference of wine.”

Remember too that Alsace has some of the best cheese and wine pairing options. Cheeses such as Blue Stilton or Stinking Bishop taste their absolute best with a glass of AOC Gewurztraminer in hand.

The independent opportunity

Indies are loyal enthusiasts of Alsace wines, which they appreciate for their distinctive style, value and individuality.

It’s often suggested that Alsace is a secret that the trade is happy to keep to itself. But the wines are so consumer-friendly that, with a little promotional effort and perhaps some expert hand-selling, the category can be commercially successful for indies.

Participating in this trade campaign is a great way to re-engage with the region and share the widespread love for the wines with customers.

Eric Zwiebel MS, one of the UK’s leading sommeliers, told The World of Fine Wine in 2024: “The big advantage is value for money, whether it’s crémant, still wines from Alsace regional appellation (with the name of the grape variety on the label) or grands crus (with the terroir on the label).

“The quality of the wines has never been as good as it is now, with so much diversity of style from the different white grapes but also with many producers now making macerated or orange styles. The Pinot Noir, too, can be rosé, a light fruity red, or a more oaky serious style.”

So sign up, secure your £300, and enjoy the task of selecting thrilling new AOC Alsace wines to add to your range.

Remember: the bursary will be paid retrospectively to qualifying merchants, once you’ve sent in a report saying how your promotion went.