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Article: Wining & dining: organizing wine dinners show customers you're serious about wine ... and they often pay big dividends, too.
- Article from:
- Beverage Dynamics
- Article date:
- March 1, 2004
- Author:
CopyrightCOPYRIGHT 2004 Bev-AL Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Wine dinners have been a hot concept in restaurants for several years now. The same holds true for many retailers, who are taking advantage of the trend and organizing their own. They range from elaborate multi-course dinners featuring a selection of wines with each course to basic tastings pairing wine and food. Results are as varied as the events themselves, but retailers are discovering that wine dinners can help them achieve a number of objectives.
The concept is simple: give customers an opportunity, to taste several wines paired with different foods. Using a multi-course dinner as a vehicle allows people to taste different types of wines with different ...