Matthew Clark ramps up 'quirky' wine tasting
On-trade supplier Matthew Clark is set to further revamp its annual wine tasting to encourage visitors to step outside their wine comfort zone.
On-trade supplier Matthew Clark is set to further revamp its annual wine tasting to encourage visitors to step outside their wine comfort zone.
With the strapline #WhyWeLoveWine, the group hopes to attract a host of new visitors to Tobacco Dock to visit its specially created Generator Bar, which will have experts on hand to discuss boosting profits and building a commercial wine list. It will also include a range of tips from social media experts.
#WhyWeLoveWine will be available as an app, allowing guests to record which wines they like, make notes, follow masterclasses and share their experiences on social media.
There will be more than 450 wines on show, including more unusual ones from biodynamic producer San Salvatore, from Campania, Italy; Bays of Fire from Tasmania; Chalk Hill range from South Australia; Four Graces from Oregon; and Puro Organic, owned and produced by Swiss musician Dieter Meier.
Matthew Clark’s Discover the Unexpected tasting in 2014
The 2014 event, Discover the Unexpected, completely overhauled the group's approach to wine tastings, and brought in 65% more visitors than previously.
Masterclasses will be on offer from Michelin-starred chef Josh Eggleton on wine and food pairing, while Austrian producer Willi Opitz will talk about turning winemaking from a hobby into a career. Master Sommelier, Adam Pawlowski from Northcote Hotel, will also be on hand, alongside mixologist Ali Reynolds, and Peter Richards MW and Susie Barrie MW.
Matthew Clark's commercial director, Ian Smith, said: "2014 saw us overhaul how we approach tastings, making it all about the visitor; our customers, whilst drawing on the passion and knowledge of our producers. To make a tasting a must-attend, it has to go beyond someone standing behind a table pouring wine - we have to excite and inspire our customers and give them reason to buy. #WhyWeLoveWine will seek to bring our unrivalled wine list to life, providing our customers with real world commercial solutions to capitalising on their wine lists."
The event takes place at Tobacco Dock in London on March 3, 2015. To register, visit www.theexperiencematters.co.uk
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56-58 Church Walk, Burgess Hill, West Sussex, RH15 9AN
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