In an effort to show off its new selection of wines, beers, and spirits, the British supermarket chain Waitrose has brought back the Waitrose Drinks Festival for the second year in a row. Set to be held in November of 2017, the event gives consumers a unique way to discover new products.
Unlike the kinds of beer and wine festivals that are geared towards millennials and younger drinkers, the Waitrose Drinks Festival is a more sophisticated affair. Instead of drinking games and live music, the festival features masterclasses, demonstrations, workshops, and sessions with award-winning experts. This allows customers to sample and learn about the latest wines, beers, ciders, and spirits in a more informative and hands-on environment.
With the emphasis squarely on education and less on creating a party atmosphere, the Waitrose Drinks Festival is perfect for older consumers who want to discover new drinks.