Wines of Argentina's new urban-style consumer event sells out within 24 hours
A new type of wine event organised by Wines of Argentina and aimed at urban professionals sold out within hours after being featured by an online London guide.
Cambalache will feature Buenos Aires street food, live graffiti artists, slang lessons and music and wine matching - as well as 150 wines from 28 Argentinian wineries. It is billed as "one night in Argentina" and "not your typical trestle-table, tweed and tedium, slurping and spitting event."
The event will take place at MC Motors in Dalston, East London, a former industrial site more often used for fashion photo shoots. Tickets cost £35.
Cambalache, which was originally planned for 18 April, sold out within hours after city guide The Nudge wrote about it last Wednesday. Wines of Argentina then added a second day (17 April) which sold out by the following lunch time.
In total 650 tickets have been sold across both nights and 50 have been held back to be released when the event is featured by other London guides.
"It's been quite eye opening," Andrew Maidment, UK director of Wines of Argentina, told Harpers. "I expected all the tickets to sell but not this quickly. The appetite for wine and food type experiences is obviously extremely high - as long as you sell it to people in a way they understand and it doesn't feel slightly boring or daunting for them to attend.
Maidment said the success would govern future Wines of Argentina events as it looks to continue to attract new consumers. "We've shown we can attract a new audience that actually I don't think many other people are attracting. We'd be stupid not to continue that. But I hope that others will start to try to target the same people. It's good for the industry that to break new ground.
"I can see the names and email addresses of people who've bought tickets. Most of them are young professionals in great companies - it's exactly who we want to target."
The event also costs Wines of Argentina less to stage than a traditional tasting, Maidment added.