UK DIRECTOR OF CHADWICK FAMILY WINES
Georgie Crawley, UK Director of Chadwick Family Wines, reflects on a recent Fine Wine dinner held on Wednesday, 27th November at Noizé’s Private Dining Room. The aim of the dinner was to connect with and speak to members of the sales teams from the larger Fine Wine Merchants (FWM)—those who rarely have the opportunity to meet producers or attend lunches and dinners hosted by agencies (these events are typically attended by buyers). The goal was to grow and educate the new brand champions of the future: younger team members with open mindsets, an appreciation for variety in wines, and the potential to become the future leaders of the industry. The event provided these individuals with the opportunity to attend a relaxed dinner where they could taste back-library vintages and a range of the top wines from the Chadwick/ Errázuriz, portfolio. This experience allowed them to learn about the history and future of these estates, while engaging in discussions with like-minded peers over each flight of wines. At the start of the evening, I highlighted what makes Chile a unique and special wine-producing country and explained why I believe it is the next region poised to break into the fine wine scene. We discussed why Eduardo’s estates are ahead of the curve in this space. Since many attendees had never visited Chile, this introduction was an ideal way to open the evening, sparking engaging discussions. We hosted 15 salespeople from top Fine Wine Merchants, with age ranges between 25 and 45. This demographic represents the up-and-coming talent in the industry, making it vital to capture their attention to ensure our wines are known, understood, and recognized as they progress in their careers. Getting their support is crucial! WHO ATTENDED
KEY TAKEAWAYS
• The team loved the dinner and the education on the wines and vintages presented. Most commented that they had only ever tasted new releases when we visit their offices or send samples. Being able to drink back vintages and library stock was an amazing experience for them.
• Building future relationships was extremely beneficial, as it allowed me to engage with everyone on a personal level and get to know them better.
• From a PR perspective, the event was brilliant and absolutely worth repeating. It was a fantastic opportunity to get attendees on-side, interested in these wines, and actively asking questions.
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