Bibendum is to help its customers tailor their ranges to suit consumer preference by launching A Matter of Taste at its trade-only annual tasting in February.

Bibendum is to help its customers tailor their ranges to suit consumer preference by launching A Matter of Taste at its trade-only annual tasting in February.

Focusing on the fact we all have different tastes when it comes to wine, spirits, food and music, the event will aim to explore how understanding these differences can help the trade better target consumers.

It will bring together Bibendum's industry-leading market insights, training and design expertise to help its customers tailor their ranges to suit the preferences of the consumers in their area.

The tasting will showcase over 150 winemakers and a producer line up on the back of it announcing several new agencies in the coming weeks.

It is also launching a new digital tasting book which will include details of all wines and spirits available to taste on the day, as well as interactive venue maps and information on all the day's activities, including seminars and focus tastings, and will also allow guests to record their favourite wines or request further information.

Three seminars will take place. The first focuses on the importance of taste and will include Bibendum's master gin distiller, Will Lowe, and top perfumers Penhaligon's will be investigating the way both industries use botanicals to create sensory experiences. The others will focus on staff training, and flavour matching wines and spices.

Managing director Michael Saunders said: "In the current economic climate, we all need to focus on the most important people to our industry – the people who ultimately buy and drink the wines. We want to build true partnerships with our customers, sharing our expertise and insights on UK consumers, to help them drive greater sales and higher profits. Our annual tasting is all about bringing brilliant ideas such as Taste Test to life and demonstrating how they can transform the way we communicate about wine."

The 2013 Bibendum Annual Tasting takes place on Febuary 6, at The Brewery, Chiswell Street, London. See bibendum-wine.co.uk/bibendum-annual-tasting for more information.