Riesling veteran Ernst Loosen is taking the battle over the planned Mosel road bridge to the retail shelves of the UK with a new promotional campaign.
The ‘Bridge Too Far’ neck hanger project, which highlights the ongoing campaign to stop the 1.7km bridge scheme, was the idea of Nigel Blundell, of Awin Barratt Siegel wine Agencies, Dr Loosen’s UK importer.
‘At least by putting these neck hangers on the bottles we are bringing the issue directly to the consumers’ attention,’ said Blundell.
‘The water supply for our vineyards comes from the forest on the edge of the hills; building work for the four-lane motorway will mean that we will be cut off from the water supply,’ added Loosen.
‘The skyline of the bridge will be higher than the mountains, and we’re very worried about tourism, because people come here for the beauty and not to look at such an ugly construction.’
The neck hangers, which give information on the planned scheme and the campaign to stop it, will be carried on Dr Loosen wines in a number of UK retailers, including Sainsbury’s, Waitrose, Asda, Oddbins, Majestic, Booths and Direct Wines.
Written by Richard Woodard