Champagne, wine and beer masterclasses.
To celebrate the launch of the new Vintec Noir V20 compact pair and Noir large beverage centre, Electrolux Home Products organised its first national roadshow of events and tastings exclusively for retailers this month.
Starting in Perth, and then touring the capital cities of Australia, this roadshow was an opportunity to introduce to key retailers new Vintec models. It also enabled the company to recreate and highlight the type of ownership experience and benefits which Vintec offers their customers via the Vintec Club – the private club for owners of Vintec and Transtherm cellars.
Vintec marketing manager, Thomas Benhamou said, “Traditionally, the category’s main customer base has been wine collectors and connoisseurs. However, the new products which Vintec is introducing this year have been designed for a much wider group, which is showing a very fast-growing interest in the category: those who simply love to cook and entertain at home – and who want the convenience of having their wines ready-at-hand, at the perfect serving/drinking temperatures.”
“In addition, these new products target kitchen designers and architects, who regularly specify built-in wine cellars in their designs as a point of difference. The feedback we receive is that customers are increasingly requesting that wine and/or drinks storage be considered in the early stages of planning of their homes and kitchens. The trend is only growing.”
In each state, between 30 to 40 key retailers were treated to ‘Champagne, Wine & Craft Beer Masterclasses’, hosted by a Juan-Andrea Saldriagga, a wine educator and private wine collector from Western Australia. He shared his wine knowledge and practical tips about wine cellaring, collecting and investing, and offered suggestions on how to engage Vintec customers in a retail environment.
Guests were taken on an educational wine journey through five flights of wine from around Australia and New Zealand, with the opportunity to compare young versus well-cellared wines, and the impact of region on wines made with the same varietal.
“We hosted our November product launch events under the banner of the Vintec Club, as we wished to recreate for our retailers the atmosphere of our Vintec Club Private Tastings – one of the unique benefits which their customers have access when they purchase a Vintec cellar,” Benhamou added.
“In addition to showcasing our new products, the aim of these events was to bring to life the exclusive experiences and wine-industry benefits to which each Vintec owner is entitled: invitations to private wine tastings, access to a personal wine brokerage service with Langton’s, an ongoing VIP discount on Riedel glassware, privileges with the Scotch Malt Whisky Society, and a wealth of expert advice for those who wish to enhance their knowledge about wine,” he explained.