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Laithwaites Wine will be celebrating International Grenache Day, it has announced.
Global wine director of the establishment Justin Howard-Sneyd said customers "love the full body" of the wine, which has a generous fruit flavour with soft tannins, Harpers.co.uk reports.
He explained the beverage - which often features in luxury gift hampers - deserves to be celebrated, at is produced from a "fabulous grape" that dominated the Mediterranean coast.
"Laithwaites [has] over 30 wines in our range that are made from Grenache or have Grenache as a base and predict that it will be the up and coming red grape of the future," Mr Howard-Syned remarked.
The firm will hold a tasting session to highlight some of its most popular bottles created from Grenache on September 22nd.
One of the organisers of International Grenache Day recently revealed more than 250 retailers, producers and journalists will commemorate wines that have been made using the grape.
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