Matthew Clark's annual tasting a 'complete departure'

By Gemma McKenna

Published: 12 February, 2014

Matthew Clark's annual tasting is set to be a "complete departure" from previous years, and its biggest to date.

The event, which takes place at London's Tobacco Dock on March 18, aims to offer help with wine list engineering, marketing and merchandising, as well as allowing customers to sample the range. It will span different rooms, each with a focus on a particular country or varietal, in a bid to make the larger tasting feel more like a "series of more intimate focus tastings". There will also be a spotlight on education and sharing expertise, as well as information on how customers can improve their lists and margins.

One of the largest zones will be devoted to Spain; Matthew Clark's leading region. Buyers and producers will be available to talk about the wines, and wine-matching tapas will be served.

There will be 100 new wines among the 350 on show, and award-winning wines will be displayed in a trophy winning zone.

Elsewhere, a 'Building Blocks' zone showcase wine flights themed to demonstrate how understanding different styles and price points can make a difference when trying to influence consumer choices.

External experts will be on hand to deliver "commercially-relevant" masterclasses, and street food vans will be serving food at various locations at the tasting.

Stephen Gill, regional managing director for Matthew Clark said: "Consumers' thirst for wine knowledge moves on unabated and it is important that we help our customers gain commercial advantage over their competitors in the wine category. We have decided this year to increase the size and scope of our annual wine tasting and include wine list engineering, marketing and merchandising techniques that will excite consumers and ensure that Matthew Clark's customers generate a greater level of profit from selling wine."

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