Ascot Launches Wine Club

Royal Ascot 2020 was canceled in April due to the ongoing coronavirus crisis. The racecourse’s flagship five-day event will not be open to the public, but organizers still hope to draw in fans by broadcasting the popular outing behind closed doors. Racegoers will still be able to enjoy the racing action, take part in themed activities and dress up at home to bring Royal Ascot to life.

As an event which truly showcases the very best in food and drink, Ascot has launched the ‘Ascot Wine Club’ in association with its wine and champagne suppliers Hallgarten & Novum Wines and Moët & Chandon.

Three cases of wine are available, each named after former Gold Cup Champions – The Yeats Case, The Sagaro Case and The Fame and Glory Case – featuring wines from across Hallgarten Wines’ award-winning portfolio and Moët & Chandon’s flagship cuvées. Customers will also be able to create their own mixed cases with wines at a special Ascot Wine Club price.

10% of all wine sales through their website will be donated to Ascot Racecourse Supports Charitable Fund.

Juliet Slot, chief commercial officer at Ascot Racecourse, said: “As we plan for Royal Ascot 2020 behind closed doors, we wanted to offer a delivery service of some of our best-loved Royal Ascot wines while supporting the Ascot Racecourse Supports Charitable Fund. Combined with expert pairing advice, we hope The Ascot Wine Club will help bring the Royal Ascot experience to life, wherever you are watching the action from in this unprecedented year.”

Millennials are vital to Champagne’s future  

“Millennials are vital to Champagne’s future… because they are willing to look beyond the ‘just for celebrations’ mantra,” states Françoise Peretti, Director of the UK’s Champagne Information Bureau.

Millennials are deemed to be more digitally connected and open-minded than baby boomers.

Peretti further stressed the need to attract a younger generation of drinkers, and the potential demand among “open-minded” millennials.

“Unlike the Baby Boomers, they are open-minded consumers, willing to look beyond the ‘just for celebrations’ mantra,” she said of the age group, which covers those people from their early 20s to late 30s.

“This is their most important attribute: a desire to embrace the idea that Champagne can be a drink for the weekend, not simply New Year.”

Mentzendorff’s Andrew Hawes, who is the current chairman of the Champagne Agents Association believes that grower Champagnes are the key to unlocking the millennial market.

Hawes states “A quiet revolution has been building in the independent sector over the past few years.”  He further adds, “Independents are selling more and more grower Champagne to millennials – they are naturally drawn to the ‘craft’ credentials of smaller brands.”

In the US, Chicago-based sommelier Zach Jones recorded a similar development, and he goes on to say,  “Grower Champagne has had a huge surge in popularity with younger drinkers in the US, because there is a great story to tell and it gives younger consumers the sense that they are supporting a small family winery, not a massive machine.”

Sources:
Drinks Ontario
Champagne Information Bureau – UK

UK Brewery Samuel Smith Delivers Beer by Shire Horse During Lockdown to Boost Morale

This made my day!

Samuel Smith’s, Yorkshire’s oldest brewery, has set up a Shire horse home-delivery service for the residents of Tadcaster, north Yorkshire.

The service, which was announced this week via their social channels will provide locals with cases of beer, cider, wine, snacks and “potatoes” to customer’s doors while pubs are closed.

The horses are already long-standing employees and are usually brought in to help the brewery team deliver casks in and around Tadcaster, where Samuel Smith’s stables are located.

Simon Crook, stable manager at the brewery, said: “We’re making people’s lives a bit happier, more smilier. The children are absolutely loving it because they’ve got nothing to do now. They come out when they hear us, they’re waving but keeping their distance.”

Customers are being asked to keep two meters away from the cart during delivery, in accordance with the government’s lockdown guidelines.

Samuel Smith’s initiative has already brightened up life in Tadcaster. One customer, who received a delivery last week, said her two children “absolutely loved the horses delivering to us, especially as we see the horses on our walk to school most days but due to the lock-down we haven’t seen them for a while.

The family-run brewery, which was founded in Tadcaster in 1758, set up the traditional-style delivery service 15 years ago, and according to their website everything in the yard “is done quietly because that’s the way the horses like it”.

https://www.samuelsmithsbrewery.co.uk/