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Tesco looks to educate

Published:  23 July, 2008

Tesco is promising new consumer education initiaves
at this year's Tesco Wine Club Fairs - with improved masterclasses and a new Challenge Your Senses' zone.

The 2006 event also sees a move to bigger venues, with the London event taking place on the 16-17 September at the Royal Horticultural Halls, and the Manchester event at the Palace Hotel 7-8 October.

There will be 250 wines on show, including selected highlights from the Wine Club/ exclusives and the 50 premium wine range.

The Challenge Your Senses' zone will offer an interactive, educational experience, comprising themed touch-and-sniff' tasting pods, with props' such as cherries, vanilla pods, gooseberries, marmalade etc.

The masterclasses will include wine-related themes rather than being sponsored by a single brand, with each class being presented by a well-known wine celebrity or journalist.

Last year, more than 40 of our top suppliers participated in the fairs, sampling to nearly 5,000 consumers. Consumers have given us fantastic feedback over the past two years and we believe it's an excellent way to educate them in a friendly, enjoyable environment,' commented Jason Godley, Tesco wine category manager.