As part of an ongoing ‘image building’ campaign for Prosecco Superiore Conegliano Valdobbiadene DOCG, two ‘invitation only’ technical masterclasses were held by Sarah Abbott MW and Roberto Merlo in London and Manchester to help demonstrate the excellent quality of these wines, and help improve market perception and positioning of Conegliano Valdobbiadene DOCG.
The fully subscribed tutored tastings were held at 67 Pall Mall, a premium, high calibre private members club for wine lovers in London, and Manchester House, a premium restaurant in the city renowned for its wine list, in Manchester.
10 Wines were carefully curated by Sarah Abbott MW to reflect the diversity of the styles of wines available including unusual styles, such as Tranquilo, and bottle-fermented Prosecco. Wines were paired with food to establish its gastronomic credentials to begin moving away from the image of Prosecco as the cheap, easy drinking wine for women in the UK.
Swirl Wine Group created background information on the DOCG, terroir, producers and detailed notes on each wine, whilst a range of canapés were selected to match with the wines, served in four flights.
We had great feedback and thorough enthusiasm for Prosecco Superiore Conegliano Valdobbiadene DOCG, as well as genuine interest in the wines from both on trade & off trade with a noticeable shift in perception towards Prosecco Superiore DOCG. We also had excellent social media hype and comments including “one of the best tastings of the year.”
We invited a highly targeted group of attendees including, sommeliers from Claridges, Journalists from The Buyer, and representatives from Thorman Hunt and Berry Bros & Rudd, amongst many other influencers and cognoscenti from the wine world.
The event was also published in the Wine Trade Diary and included in an article on Conegliano Valdobbiadene DOCG in The Buyer as well as press coverage below:
- The Buyer
- Harpers Wine & Spirit
- MCR Hookup – event listing and social media competition for consumer places