Waitrose is trialling a Wine Tasting at Home experience, offering ‘in-home wine experts’ to help educate consumers in an informal setting, while also tapping into the growth in socialising in the home.

The concept, which is presented via a standalone website – www.homewinetasting.co.uk – offers consumers three options: Explorer, which is priced at £35 per person for 6-10 guests; Premium at £50 per person, again for 6-10 guests; and Bespoke, which can be tailor-made for any number of guests.

The experience has been launched as a trial concept “to assess the consumer demand for tutored tastings in the home”, according to Kerry Davies, the retailer’s corporate communications manager. She added: “We showcased the idea at the Waitrose Drinks Festival in November where it received significant interest from customers and we are now in the process of making bookings. We have 220 wine specialists who are all WSET Level 2 qualified or above.”

The Explorer package includes six unique wines from vineyards around the world, presented over a two-hour period by one of Waitrose’s in-home experts.

The Premium option includes six exclusive wines from Waitrose Cellar, and again it comprises two hours with one of the retailer’s in-home experts.

For both packages, which can be booked online, the glasses used can be kept while the event also includes palate cleansers, such as water biscuits as well as a charcuterie/ cheese board.

The Bespoke option is pitched for people who “want something extra special”, and it offers “a completely customised selection of fine food and wines just for you”. This option allows for larger parties and the website encourages consumers to contact the retailer directly via a contact button to find out more information on tailoring a bespoke tasting event. 

Further details are available via the website: http://www.waitrosewinetasting.com/