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A few days ago, Österreich Wein Marketing GmbH (ÖWM) in Moscow organized what it claims to be the world's first "hybrid" wine tasting. Due to corona restrictions, only about 160 visitors were able to taste the nearly 200 Austrian wines at the Four Seasons Hotel. At the same time, the tasters were able to communicate directly with the winemakers in Austria via video or chat using an online tool. The tool also provided further information and specially produced short videos about each winery and the wines. Each visitor sat at a separate table and could taste the wine flights from the service staff in any order and at their own pace.
"Since March, we have been working flat out on innovative tasting formats so that international opinion leaders can continue to get an idea of our wines," explained ÖWM Managing Director Chris Yorke. "With the hybrid tasting in Moscow, we have now been able to set a real milestone in international wine marketing in cooperation with the Foreign Trade Centre."
Due to the positive experiences and the still uncertain corona situation in many countries, ÖWM wants to continue the concept of hybrid wine tastings in 2021. It is planning another event in London.
(uka / Photo: ÖWM - Anjela Kotsoeva)