IMW plans new tastings

Published: 23 July, 2008

The Institute of Masters of Wine (IMW) has announced a drive for better communication with the trade through improved events and a more accessible approach.
The IMW intends to raise awareness for its educational programme through greater publicisation of its events programme, which will highlight three major tastings each year, focusing on Burgundy, Bordeaux and the Rhne Valley.
Masters of Wine events have traditionally attracted a limited cross-section of participants due to high ticket prices, but the IMW is keen to make them the definitive tastings for these regions, hoping people will be prepared to pay for and use them as a point of reference for all other relative events.

Events manager Matt Kelly told Harpers: We want people to associate us more with these events because they are unique,

non-commercial tastings of wine from the very best producers in the regions.'

He added: We're not trying to sell anything, we're not asking for opinions and, contrary to popular belief, the wines aren't being poured by bow-tied waiters in white gloves!'

Kelly is also eager to dispel the rumours about tension with the WSET, following the IMW's last-minute decision to move into a separate building. This is nonsense,' he said. About 70% of our students come from the WSET, and we work very closely with them. The only reason we moved into our current building was due to required space.'

The IMW is a non-profit organisation, and any money raised by the events goes into the educational programme for Masters of Wine.

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