Wines of Argentina's Cambalache event shows way ahead for consumer wine tastings
Wines of Argentina claims this week’s sell out consumer event, Cambalache, which is bringing together Argentinian wine, food, dance, music and culture over two nights in Dalston, east London, could show the way for how consumer events are held in the future.
The first night of Cambalache was held last night at MC MC Motors in Dalston, east London, with the second event going ahead this evening.
Andrew Maidment, UK and European head of Wines of Argentina, said he was “blown away” by the consumer response to the event, billed as “one night in Argentina” which sold out in a matter of hours having been promoted using online community listing sites such as The Nudge.
“This is a completely different way of doing a wine event,” said Maidment. “We wanted to create some of the unique atmosphere and culture of Buenos Aires in London. It is so much more than a wine tasting. It is all about showcasing what makes Argentina and Buenos Aires, in particular, so special.”
The event includes Argentinian street graffiti artists, live music, tango dancing lessons and chance to eat local Argentinian food alongside a full wine tasting with Argentinian beer and cocktails.
Maidment said it was important the wine trade looked closely at how they engage consumers with wine tastings. By linking up with the food, culture, music and art of Argentina and billing the event as “one night in Argentina” he has been able to bring a wine event to a much wider audience who would not normally look to go to a bespoke wine tasting.