Top drinks marketing campaigns and news stories: August

WSET attempts to break a Guinness World Record in wine

(Photo: WSET)

The Wine and Spirit Education Trust (WSET) is calling on people in the UK wine industry to break a Guinness World Record for the largest ever sommelierie lesson.

A mass sommeliere class is planned for 9 September at London’s Kia Oval, hosted by TV personality and BBC 2’s Saturday Kitchen regular Olly Smith, alongside sommelier Virgilio Gennaro.

The duo will guide attendees through a wine pairing masterclass, featuring four wines matched with complementary foods, while giving an insight into the art of pairing.

The current record for a sommelierie lesson stands at 271 people.

The event kicks off a week-long campaign that not only celebrates the Trust’s 50th anniversary, but aims to engage the growing population of wine consumers across the world, to encourage them to learn more about wine. The world record attempt is just one of hundreds of stunts WSET is hosting this year to mark its half century.

More than 450 events will take place worldwide between 9-15 September, with a global network of brand ambassadors supporting the week including: Olly Smith in the UK; Terry Xu in China; and Alyssa Vitrano (of wine blog Grapefriend), Kelly Mitchell (The Wine Siren) and Chelsie Petras (Chel Loves Wine) in the US.

Tickets to the Guinness World Record event cost £20 and are available through Eventbrite.

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