May is always a time of year that I look forward to – it means the return of the UK’s largest and most renowned drinks event: the London Wine Fair, which safe to say is right up my street. Having worked in the drinks industry for over 7 years and the hospitality sector as a whole for over 10, I can tell you that this is the best place to see the latest innovations, exciting new developments from brands and producers that the world has to offer, and meet new and old friends over a glass of something special.
I know what you’re thinking – ‘did you just walk around tasting wine all day?’ (now, look that’s a hard job too but, alas no we did not do that all day). As specialists in the drinks, foodservice and hospitality industries, at Eat PR & Marketing we believe in bringing people together to create collaborations that not only build, but enhance and marry together the sectors to shape conversations that are hugely important to individuals and businesses alike.
So, when the opportunity arose to work with Canned Wine Group in the lead up to the London Wine Fair, we knew we could bring some really interesting conversations to the table for them, putting them at the forefront of news in the hospitality media and for visitors at the show. As a business that is an advocate for sustainability, wellbeing, breaking stereotypes and an emphasis in quality over quantity when it comes to its wines, we believe that bringing brands together to deliver important messages is incredibly powerful. Which is why when we approached both Canned Wine Group and our client -The Burnt Chef Project, who champion breaking the stigma of mental health within the hospitality industry – to work together on a dedicated panel at the London Wine Fair, we were delighted that the two were keen to collaborate.
And so, the first ‘Burnt Brunch’ was brought to the London Wine Fair, hosted in the Signature Serves Lounge, a relaxed space to open up the topic ‘The Human Side of Hospitality’. Hosted by Kris Hall, Founder of The Burnt Chef Project, the panel dove deep into the realities of working in hospitality, the importance of mental health and wellbeing, and nurturing young talent. Alongside were Ben Franks, Co-Founder – Canned Wine Group; Nicky Burston, CEO -The Drinks Trust, and Paul Laurie, Essex Wine Man and fundraiser for The Burnt Chef Project; they tackled some eye-opening conversations: stress, support, and the need to rethink how we care for the people behind it all. Meanwhile, attendees sipped on Canned Wine Co.’s Sparkling Chardonnay and Saicho Sparkling Teas (who kindly donated to the panel to offer a non-alc option) and enjoyed brunch bites – all while raising money for The Burnt Chef Project. It was the kind of event that makes you proud to work in this industry.
From a wider project perspective, we love working with brands local to us for one, but being able to support our clients’ initiatives and bring together brands to share important messages is really close to our hearts. Driven by a team of forward thinkers, Canned Wine Group is an incredibly innovative brand that really listens to consumers. From the launch of The Copper Crew’s KeyKeg wines (yes, wine on tap – game changer) to announcing its newly certified B-Corp status, the stand was not only one of the best designs in the house, but was the perfect location to welcome journalists and guests and invite them to try the range. Not to mention that they’re just great down-to-earth people to work alongside, with endless enthusiasm and an open-mindedness to try something new.
They also took to the stage for the “What Defines Leadership?” panel on Monday, where Kris Hall joined them too, Georg Gruber of Nando’s Retail, Jaega Wise, and Tina Warner-Keogh – Warner’s Distillery. As a hattrick of panels, we also collaborated with London Wine Fair for Canned Wine Group’s Trade Marketing Manager, Elena Whitehead to attend a Brand Partnerships panel, which allowed for creative and insightful conversation on the power of collaborations (fitting, seeing as that’s basically what this blog post is about!). Lots of notes were taken by people watching, always a rewarding sight.
For me, this is what working in PR and marketing is all about: bringing brands together and projects to life to deliver powerful messages. With the right collaborations between brands, the coverage you gain goes further than just the standard online or print, it makes a lasting impression on new and existing audiences.
From an industry point of view, what really stood out throughout the event is the incredible brands and producers that are driving such exciting changes and evolutions in the industry, not just responding but being one step ahead of the rapidly changing customer climate – and I feel immensely proud that Eat PR & Marketing played a role in that this year at London Wine Fair. An inspiring few days with excellent people and superb wines (and not forgetting spirits – the Signature Serve section was a fabulous addition that brought a new dynamic to the show and I hope that returns next year).
A big thank you to the team at Canned Wine Group and The Burnt Chef Project for hosting, collaborating and extending these important conversations to new audiences. We’ll see you next year LWF, for more fun and wine game
