The Champagne Bureau UK teams up with the LWF

By Lisa Riley

Published: 25 January, 2018

The Champagne Bureau UK has partnered with the London Wine Fair (LWF) to bring the world of Champagne to the capital.

The partnership will see The Champagne Bureau hosting a one-day event in association with the LWF during this year’s show (22 May, 2018).

Breaking away from the traditional tasting set up, The Champagne Live event is described as an immersive and interactive concept tailored to “engage and enrich” visitors with knowledge.

This would be done via a programme of live streaming direct from Champagne, which will feature experts exploring topical themes and debates, real-time Q&A sessions, creative design and a number of social media activations, said The Champagne Bureau.

Three themed pathways would create the heart of the tasting experience, with each sign posted trail presenting a style of specific interest to the UK market to be confirmed shortly, it added.

Inspired to become involved with the LWF by Hannah Tovey’s “new vision” for the event, The Champagne Bureau said it was “delighted” to be partnering with the show.

“I was seduced by Hannah Tovey’s new vision for a revamped and enhanced LWF and it makes total sense to hold our event where the producers, trade and media meet,” said director, Francoise Peretti.

Visitors will undertake their own Champagne journey, discovering the diversity of Champagne as they weave through themed tables and displays and, in a first for The Champagne Bureau UK, consumers will be invited to join the tasting.

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