Subscriber login Close [x]
remember me
You are not logged in.

Bibendum to stop its annual tasting in favour of smaller channel specific events

Published:  05 February, 2014

Bibendum has no intention of ever running again the kind of large scale annual company tasting it has become so well known for in the trade and will instead run channel specific smaller events around the country.

Michael Saunders, chief executive of Bibendum, confirmed to that the 2013 annual tasting would be the last on that scale. He simply thinks that kind of "all things to all men" is no longer relevant in an industry that is so much more channel specific.

He said: "We have pulled our annual tasting and instead will be running a huge series of events that we think are much more tailored to specific markets."

He added: "We are very clear. Everything runs its course and our tasting was becoming too big. It is also a case of listening to customers about what they want.

"You have to look at your target market. Does a white tablecloth sommelier want to taste the same range of wines as a sports club. So let's set up events for specific target markets."

Instead it will focus in on organising "artisan-style" tastings all over the country.

Events coming up include a fine wine tasting in London and a Taste of the Summer event in Bath and Leeds.

It is also looking to run bespoke tastings specific to individual customers and their group of restaurants or bars. "They will be just for their staff and customers so that we can focus in just on their particular needs. That's pretty exciting."

It also fits in nicely with Bibendum's strategy to have channel specific ranges of wines, confirmed Saunders..