Michael Green isn’t just a wine expert; he’s a
master at theming wine events to corporate objectives. “While a lot
of people do wine tastings, they completely miss a free opportunity
to brand their event through the epicurean experience,” he says. “A
lot of other wine educators want to talk about Pouilly-Fuisse or
whatever. I don’t care what the wine is; all I care is that it
supports their corporate goals.”
For example, a consulting company is
planning a client event; to emphasize that the consultants are
expert sleuths, accomplished sommeliers are hired to host a mystery
Here are some of Green’s other
suggestions for branded wine events.
* If a company is focusing on emerging
markets, try bringing in wine and food from emerging
* A women’s organization could meet at
a woman-owned restaurant (or one presided over by a woman chef) and
select wines made by women.
* A tech firm might appreciate
exploring new technologies in winemaking, “of which, by the way,
there are loads,” notes Green.
* For a company’s 25th anniversary,
select vintages from 25 years ago, and pair them with foods and
decor from that era.
* One of Green’s signature events is a
night called Corks and Torts, which highlights wines that have been
involved in high-profile litigation. Lawyers love that one. For
more information: (212) 787-1055; www.michaelgreen.com.