Lidl is putting on new evening slots across its Chateaux Noir events nationwide after experiencing huge demand for the sessions.
The events take place in London, Glasgow and Liverpool at 9pm on Friday and Saturday nights, and include blind tasting sessions hosted by Lidl GB Master of Wine Richard Bampfield. Lidl is aiming to compete with major drinks brands with the events and change the perception that you need to blow the bank to enjoy quality booze this festive season.
Research by the supermarket chain revealed more than a quarter (27 per cent) of people surveyed think premium labels offer better quality and are willing to pay above the odds when entertaining.
Guests will first enter a novel "palate-cleansing tunnel" before moving into a blackout tasting room where they will be served by waiters wearing night-vision goggles.
They’ll then be invited to try a selection of Lidl tipples, some tasted directly against big brand rivals before a grand reveal in the final room. And the best news, for just £5 a ticket, visitors will be treated to a selection of several top tipples.
When and where are the events taking place?
Leake Street, Waterloo, London - Friday 10 and Saturday, November 11
Platform, Glasgow – Friday 17 and Saturday, November 18
West Bay at Titanic Hotel, Liverpool - Friday 24 and Saturday, November 25
Mr Bampfield said: "At Chateaux Noir, not only do we want to challenge preconceptions about affordable wine and prove to customers that great taste isn’t determined by premium branded price tags, but to open people’s minds and challenge what they think they know already about wine.
"So, if you think you’re a strictly red drinker – think again! We’ll reveal how similar flavour profiles can carry across different categories that you might never have otherwise considered.
"This Christmas, Chateaux Noir is encouraging shoppers to rip up the rule book and start experimenting - ultimately, there is no "right" or "wrong" way to drink wine – if you love it, then that’s all that matters."
Sessions will last for one hour and run from 3pm to 10pm on Fridays and noon to 10pm on Saturdays. Tickets cost £5 plus a £1.13p booking fee, inclusive of several drinks, with all proceeds going to the NSPCC.
Tickets are available on a first come, first served basis from http://bit.ly/lidl-chateaux-noir. Guests must be over 18 to attend.
