Collectible California Event – London, UK

In September 2018 FAS London partnered with California Wine Institute to launch the first “Collectible California” promotion of high-end California wines in the UK. The event leveraged the cachet of the new U.S. Embassy in London to attract the target audience.

The event included two components. During the afternoon, a wine tasting was held in the new Embassy for 150 members of the UK wine trade and media featuring wines from California. In the evening, there was a black tie “Collectible California” tasting session followed by a black tie gourmet wine-pairing dinner for 150 fine wine collectors and consumers featuring “Collectible California” wines.

The Wine Institute added a particularly nice touch to the black tie tasting and dinner in the evening by securing Steven Spurrier as a participant.  Mr. Spurrier is the British wine merchant who organized the famous Paris Wine Tasting of 1976, known as the Judgment of Paris, in which French judges carried out two blind tasting comparisons: one of top-quality Chardonnays and another of red wines (Bordeaux wines from France and Cabernet Sauvignon wines from California).  A Californian wine rated best in each category, which caused surprise as France was generally regarded as being the foremost producer of the world’s best wines at the time.

Over 300 UK wine journalists, importers, wholesalers, retailers and collectors experienced top quality California wine in an atmosphere emphasizing its quality and prestige.  In addition to direct sales and future sales prompted by the event, coverage of “Collectible California” wines in the UK media will amplify the message of the event beyond those who attended in person.  The article at the following link is one such example:  http://www.the-buyer.net/tasting/wine/california-thinking-big-smaller/

Photos of the event can be viewed here:   https://www.flickr.com/photos/usembassylondon/sets/72157701311910954