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Vineyard planned for London

Plans for a living Australian vineyard in the heart of London have been unveiled. Scheduled for early July, the idea, already attempted in Sydney, is the brainchild of McGuigan Simeon, which is hoping to use the urban space to draw attention to new additions in the producer’s portfolio.

City dwellers will be encouraged to walk among the vines, which will be placed at the Broadgate Arena, and taste wines from the McGuigan cellar door – which will be designed in the guise of its Hunter Valley home.

The vineyard will occupy the central-London site for three days, during which time the McGuigan team are organising a range of trade, media and consumer events.

Commenting on the project, McGuigan Simeon European regional director Paul Schaafsma said: “The McGuigan City Vineyard will provide a fantastic experience for the UK consumer by bringing a piece of Australia to the heart of one of the most populated and urbanised areas of the city. In addition to enhancing the urban landscape of London, the City Vineyard will enable us to increase the profile of the McGuigan brand with the trade and consumers by raising awareness and encouraging consumer trial and adoption.”

Samantha Bragg, McGuigan Simeon marketing director, added: “Bringing our vines to the heart of Sydney last November was an extraordinary experience and we were overwhelmed by the huge numbers of people who attended. I’m thrilled that we can bring this unique event to London and engage with the city’s wine lovers to showcase great Australian wines.”

© Patrick Schmitt, db 23/01/08

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