Lebanese wine to embark on world tour
A group of Lebanese producers will take to the road next year for a series of almost 30 tutored tastings in 24 cities around the world.
Lebanese wine writer and journalist Michael Karam will host the events, which will target press, trade and consumers in cities including London, Beijing, Tokyo, Hong Kong, Moscow, Brussels, Copenhagen, Amsterdam, New York, Los Angeles, Montreal, Ontario and Dubai.
Each tasting will feature wines from the eight participating producers: Château Ka, Château Kefraya, Château Ksara, Château St Thomas, Domaine de Baal, Domaine des Tourelles, Domaine Wardy, and Ixsir.
Explaining the aim of this 24-month initiative, Domaine des Tourelles owner Faouzi Issa said: “We want to raise the profile of Lebanese wine in key markets in a more mobile and cost-effective way.”
As for the decision to appoint Karam, author of Wines of Lebanon among other publications, as a figurehead for the collective, Issa observed: “We spend a sizeable chunk of our budget travelling abroad to promoting our wines so going as a group with one ‘ambassador’ allows us to be more efficient and Michael knows our wines better than anyone.”
With around 50% of Lebanon’s 8.5 million bottle production currently exported, Karam outlined an ambition to bring the country’s wines to a wider audience.
“These wines are really special with a great back story and made with exciting varieties, so I’m hoping that we can make a real impact, especially in the independents and the on-trade,” he remarked.