Matthew Clark introduces virtual-reality wine-tasting concept at annual tasting

By Mathew Lyons

Published: 01 March, 2016

Leading on-trade distributor Matthew Clark is to offer visitors to its annual trade tasting this what it believes is the UK's virtual-vineyard wine-tasting experience.

The feature will offer customers the chance to sample wines while wearing virtual reality headgear, which will simulate a fully immersive vineyard environment complete with ambient sound.

The wines available for tasting will be those at the event's Generator Bar, where Matthew Clark's team of experts advise visitors on up-selling and building a commercial wine list, while offering customers a select range of whites, red and - for the first time this year - rosés.

Participants can take part in a challenge to match the wines they see on virtual tour to those they are tasting. Those who answer correctly will be entered in a prize draw to win a case of Matthew Clark's wines.

Eleanor Webb, experiential manager at Matthew Clark, said: "Discover Love Inspire aims to wow London's on-trade with this virtual-reality tasting. Our prediction is that virtual reality will be an ever-growing trend in the on-trade as outlets seek increasingly exciting dining and drinking experiences for their customers.

"It's about providing a new dimension to wine tasting and giving the on-trade a new way of approaching wine."

"We're hoping to be able to offer this experience to our customers to use in their outlets in the near future."

The Discover Love Inspire tasting takes place at London's Tobacco Dock on March 8.

The event will feature over 500 wines from Matthew Clark's rapidly growing portfolio, including some 180 premium wines which are new to the list this year.

Attendance at last year's event was up 39%, and yet more visitors are expected this year.

Masterclass hosts this year include Damien Le Sueurthe, managing director of Champagne Taittinger; Jesus Madrazo, head winemaker at Contino; Laure Colombo, winemaker at Domaine Jean Luc Colombo; and Thibault Gagey of Domaine Louis Jadot.

Marco Pierre White will also be leading a food-and-wine pairing session at the event.

To register for Discover Love Inspire, please visit www.matthewclark.co.uk/events

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