Premium Californian wine producer Robert Mondavi is stepping up its marketing activities in the UK and revising its distribution arrangements. The company is pulling out of current distributor Mentzendorff and setting up Robert Mondavi Europe which will be led by Lenz Moser. This will have a team of three focusing on the on-trade and a national account controller for multiples. The company wants to take a bigger share of the UK ­ Californian wine's biggest export market. Moser said over the next few years he wants to claim 6% of the volume or 15% of the value of this market. The strategy is based on similar changes in Germany when Mondavi established its own importing company in 1998. Since then sales have gone up 500%. The first phase over the next 18 months will be distribution building. Selected wholesalers around the country will act as the brand's ambassadors. These will be supported with tastings, PR and local advertising. The lowest price for Mondavi's wines will be £7 ­ down to £6 on promotion ­ for the Woodbridge range, and £10 for the Coastal range. {{DRINKS }}

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