English winemakers choose St George's Day for tasting
English Wine Producers has picked St George's Day for its annual trade tasting this year to celebrate increasing interest in English wine.
The event will take place at Lord's Cricket Ground in London on April 23 where more than 20 English wine producers will show their wines in style order.
English Wine Producers' marketing manager Julia Trustram-Eve told drinksretailingnews.co.uk the date for the tasting had been picked deliberately to coincide with the day when England's patron saint is celebrated.
She said: "There's a lot going on that week in the trade, but we thought it's St George's Day, we must celebrate English wine on that day too."
Only wines that are approved under the Quality and Regional Wine Scheme – the English equivalent of the French AOC – or have won awards are allowed to be put on taste.
Regional vineyard representatives will also be on hand to answer questions about wines from their areas and English Wine Producers will use the day to launch POS material for English Wine Week which runs from May 24 to June 1.
Trustram-Eve said drinks retailers were noticeably becoming more pro-active when it came to selling and promoting English wine.
She said: “We have seen growing interest from the trade asking how they can support English Wine Week before the event so we thought the tasting was a good time to launch the material for 2008.”