The Champagne Bureau has announced the launch of a new event, which will take place at this year’s London Wine Fair.

Champagne Live, which takes place on 22 May 2018 at LWF, Olympia, has the intention of “breaking away from any traditional tasting set-up”, by offering an immersive and interactive concept. The organisers claim the event will be “tailored to engage and enrich visitors with knowledge via a programme of live streaming direct from Champagne”, supported by experts exploring topical themes and debates as well as Q&A sessions and social media activations.

Three themed pathways will form the heart of the tasting experience, with each trail presenting a style of specific interest to the UK market. These will be confirmed shortly but the idea is that visitors will undertake their own Champagne journey, according to the Champagne Bureau UK.

The event is open to the trade – by invitation only – between 10am and 4.30pm, and in addition the team will open the doors of its tasting area to consumers from 6pm to 9pm.

Francoise Peretti, director of the Champagne Bureau UK, said: “We are delighted to be partnering with the London Wine Fair. I was seduced by Hannah Tovey’s new vision for a revamped and enhanced LWF and it makes total sense to hold our event where the producers, trade and media meet. It will be a first for us and I look forward to delivering an event rich in content.”