February 6, 2013
Hotel brand Dorchester Collection is toasting women and its female sommeliers from three properties with the first "Women in Wine Road Trip" event to celebrate International Women’s Day March 8.
The Women in Wine Road Trip comprises events at three Dorchester Collection properties in Europe March 6-8. At each event the sommeliers will discuss wine topics and working in a male-dominated industry.
“The wine tasting road trip perfectly illustrates how each hotel in the collection has its own unique, individual style with exceptional food and beverage offerings,” said Julia Record, director of communications for Dorchester Collection, London.
“Taking the five-star hotel experience to new levels, Dorchester Collection is proud to work with food and drink masterminds from around the world, each fundamental in representing the high creative standards upheld at each of the properties,” she said.
“These events will toast female achievements in wine and no doubt inspire lively discussions on female wine makers, next-generation wine families, the female palate and simply being a woman in the sommelier world.”
On the road
Dorchester Collection will host three successive wine events March 6-8 going from 45 Park Lane Hotel in London to Le Meurice Hotel in Paris and, finally, to the Hotel Principe di Savoia in Milan, Italy.
The road trip will feature three female sommeliers, one from each hotel property. The sommeliers are Vanessa Cinti, Estelle Touzet and Alessandra Veronesi from London, Paris and Milan, respectively.
Sommeliers Ms. Cinti, Ms. Touzet and Ms. Veronesi
Each stop on the road trip will consist of the sommeliers comparing vintage and recent wines with two selections from the United States, France and Italy, and a discussion of topics and trends in the industry including what it is like to be a woman in the industry.
Each event costs approximately $156, which includes wine and canapés.
Guests are also able to attend all three events in the road trip for approximately $2,600. The price includes a one-night stay at each property and a complimentary bottle of wine selected by each hotel’s sommelier.
In addition, female guests staying at the three hotel properties during this time will receive an additional 10 percent discount on certain spa treatments and a complimentary glass of Champagne during lunch.
Spirit celebrations
There seems to be a trend of luxury marketers hosting events centered on wine and spirits.
For instance, The White Club, a private wine & Champagne members club consisting of 50 members, partnered with watchmaker Parmigiani and sports car marker Bugatti to host a weekend-long event at French estate Domaine de la Romanée-Conti where attendees will taste the most expensive wines in the world.
“The Most Exclusive Luxury Tasting in the World” took place Dec. 15-16 in Burgundy, France, where the wine estate is located. The event provides culinary and wine experiences for the exclusive club’s members (see story).
Also, Scottish spirits brand John Walker & Sons invited select guests in Asia-Pacific on board a branded yacht to partake in activities that explored the history of the brand and showcased the new triple malt John Walker & Sons Odyssey.
The path of the John Walker & Sons Voyager yacht followed the original trade routes taken by ships that first distributed its whiskeys around the world (see story).
Using an event or series of events to surround food and beverage promotions help enhance the consumer’s understanding and appreciation what is being offered.
“Dorchester Collection is already known as one of the premier luxury brands in the hospitality industry, so these types of events provide outlets for them to reach out to a specific demographic and provide not only an event, but a luxury experience that will educate and entertain all involved,” said D.M. Banks, director at DMB Public Relations, New York.
“As always, Dorchester Collection has found a way to offer a luxurious adventure while entertaining at three of the most sought-after destinations today: London, Paris and Milan,” he said.
Final take
Erin Shea, editorial assistant on Luxury Daily, New York
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