Wine fans may want to raise their glasses to celebrate the upcoming International Grenache Day.

Producers, wine merchants and restaurants all over the world will celebrate the beverage – which is often found in luxury gift hampers – on September 24th.

More than 250 producers, retailers and journalist from 23 countries decided to launch the event during the International Grenache Symposium in June.

A spokesman from the group who is organising the gathering said the Grenache grape has a broad appeal.

"From white to rose to sweet fortified wines, as light varietal reds or complex blends, it has historically and most famously hidden in blends from regions like Chateauneuf-du-Pape and Prioratm," he added.

The representative claimed it lacks the recognition of other brands such as Pinot Noir and Chardonnay.

Earlier this week, an article in Harpers Wines and Spirits revealed leading industry figures from Australia and Chile will be present at the Global Wine Conference in London to participate in a question and answer session.