B21 gets it.
In an earlier post, I characterized wine tastings versus wine pourings and provided advice on who should be attending one or the other. In my treatment, these were separate events and the customer made a choice as to which type to attend based on how well a specific event type met his/her needs.
At every step along the way, the customer is reminded of the purpose of the event. The mats on which the tasting glasses rest during the seminar has the name of the wine as well as its price. Every one of the bottles being poured within the facility has the bottle price prominently displayed in front of it.
The actual workings of this strategy was on display for B21s Bordeaux Grand Tasting and Sale, held on Sunday April 18th. The invited guests included Stephane Derenoncourt (proprietor of Domaine de L'A, noted wine consultant), Coralie De Bouard (part-owner Chateau Angelus), Jean-Philippe Janoueix (owner Chateau La Confession), and Jeffrey Davies (Bordeaux negociant) among others, but the full complement of attendees did not attend due to trip cancellations resulting from the Icelandic volcano. Because of these travel disruptions, Jeffrey Davies led the Currents dinner as well as his and Stephane Derononcourt's seminar sessions.
By tying the varying elements into an overarching strategy, B21 exposes the customer to wine education at his/her level of interest and provided by the leading lights of the wine industry. The customer has two solid opportunities for wine tastings (seminars and wine dinner) within the construct of the larger wine pouring and can choose, in real-time, the appropriate path.