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Alliance Wine looks to bring new life to the traditional wine tasting

Published:  26 September, 2013

Scottish-based wine distributor Alliance Wine was the latest wine company to host a different style of tasting this week with a Latin-themed event in Glasgow complete with music, food and tango dancers.

The tasting also hoped to capture some of the edgier side of the Glasgow nightlife. Billed as "Downtown", the event, held on September 23, was designed to be anything but formal and break away from the traditional "man/woman stands behind white trestle table and pours wine" approach.

Instead, the 300 guests were able to not only taste through Alliance's range of wines but also sample food from local producers including Orkney beef from Mearns McCaskie, dairy products from Taste of Arran, cheddar cheese from Barwheys, delicatessen products from Reids of Dollar and fresh bread from Mhor Bread.

Giles Cooke MW, Alliance Wine's development director, said: "We're a little jaded by those barn-like rooms filled with 3,000 wines. The format is tired and the product has become commoditised. In a mature market, you can't keep on doing the same things and expecting a different result. We're all about doing things differently, working with all of the senses to create events that inspire and that people remember. Far more important than someone remembering one significant wine, we want people to remember how much fun they had while drinking wine. Getting people to try better wines is all about connecting with emotions."