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Conversion Group adds Gracie Events to investment portfolio

Published:  30 January, 2019

The Conversion Group has added fine wine events specialists Gracie Events to its expanding portfolio of investments in luxury businesses.

Gracie Events was founded in 2015 by Daniel Johnnes, wine director for Daniel Boulud’s Dinex Group, and a recipient of the James Beard award for Wine and Spirits Professional of the year, considered the highest honour awarded to a wine professional in the US. He was also awarded the Mérite Agricole by the French government for his work in promoting French wine.

Gracie Events’ portfolio includes La Paulée, which champions Burgundy, La Fête du Champagne, which celebrates champagne and La Tablée, a new event focused on wines from the north and south Rhône. 

The Conversion Group plans to grow Gracie Events through expanding its current activities and developing its platform, which it said “offers a gateway to exciting discoveries and unique experiences in wine including intimate dinners, congenial tastings or as a member of the exclusive Pressoir club”.

It added the investment “cements The Conversion Group as a leading player in the premium winesector, specifically in the space where fine wines and consumers meet.” It follows its 2017 investment in FINE + RARE, a platform for trading the rare and fine wines and spirits, and the launch of Club Oenologique, a luxury fine wine, spirit and lifestyle magazine.

“I have admired Daniel and his business for many years and we are delighted to have the opportunity to be a part of his continuing growth,” said Allen Gibbons, CEO of The Conversion Group. “Daniel’s plans to grow his online platform and expand his events portfolio with the new Rhône event La Tablée are directly in line with our own vision and we look forward to working together.”

Johnnes said “my team and I are wonderfully motivated to continue to build on our events and develop the platform. It is a pleasure to have the support and encouragement of The Conversion Group and a small group of like-minded investors.”