Over 170 sommeliers attend Imbibe magazine’s unique on-trade wine tasting event
Mobile marketing company Mediaburst today confirmed that its text services were selected by Square Meal’s Imbibe Magazine to invite the nation’s sommeliers to taste over 200 new wines that are destined to be chosen for the wine lists of many of Britain’s restaurants, bars and gastropubs this summer and thereafter.
The invitation was part of a unique wine tasting event in London. Called the Sommelier Wine Awards 2008, it is Britain’s only on-trade wine competition. Criteria for entering wines are twofold … they must be available to the UK’s wine trade and must not be sold in mainstream off-trade outlets like supermarkets.
Some of Britain’s finest palates were recruited earlier in the year to judge the quality of wines entered on the basis of their food-friendliness, versality, character and value for money.
After the first round of tasting, 300 wines entered for the event were chosen to become the Sommelier’s shortlist. They were then re-tasted and the judges picked the best 100 to make up a Gold List. Categories include a suggested selection for House Wines, Sparkling Wine and Champagne, Rose, Stickies (Dessert Wines), and selected red and white wines from wine growing countries such as Australia, France, Spain and Italy.
“Texting personalised invitations to people to attend national events such as the Sommelier Wine Awards was a first for Square Meal and the campaign advice and support we received from Mediaburst ensured a great result. We expect to use this kind of communication more in the future as guests at the event found the SMS reminder and e-ticket really useful.” says Rachel Curran, Marketing Manager for Imbibe Magazine.
About Imbibe Magazine
Imbibe is published by Square Meal, London and the UK’s leading restaurant & bar guide, whose strong relationship with over half a million consumers provides Imbibe with the benefits of a unique relationship with the on-trade. Imbibe is a bi-monthly magazine with an ABC-audited readership of 11,400 on-trade drinks professionals. For more information please contact Rachel Curran on 020 7840 6269 or visit www.imbibemagazine.co.uk
About Mediaburst
Mediaburst is an award-winning mobile messaging and interactive telephony company. Created in 2000, the company is today the trusted mobile campaign partner for advertising, marketing and media agencies and the preferred supplier of messaging solutions and aggregation for businesses, developers, and network operators. Mediaburst’s interactive platform allows companies to automate communications with their audiences in a reliable, cost effective, and scalable manner.
Note for editors
A booklet listing the wines chosen for the Gold List and Sommelier’s Shortlist is available upon request. Contact Rachel Curren – rachel@squaremeal.co.uk.