Case story : Matchmaking

Preparing for Successful Matchmaking Tastings

To ensure the Matchmaking tastings were tailored to Danish importers' needs, we began by conducting a detailed online survey. This allowed importers to share preferences on grape varieties, regions, production methods, and price points. The feedback was highly appreciated, as it gave importers a direct influence on the wine selection process.

Key insights from the survey were shared with German wine producers, enabling them to submit wines that aligned with importer preferences. The response was overwhelming, with over 250 producers applying. From these, 60 were selected based on compatibility with importer preferences, each submitting three wines to showcase their range and house style—resulting in more than 170 wines for tasting.

Digital tasting catalogues with detailed wine descriptions were shared ahead of the events, ensuring participants could prepare and make the most of the tasting experience. This thoughtful preparation set the stage for a highly engaging and productive series of Matchmaking tastings.

Execution of Matchmaking Tastings

The Matchmaking tastings in Aarhus and Copenhagen reached full capacity, with 48 participants from 39 companies (21 in Aarhus, 27 in Copenhagen). Two representatives from Winelab Agency were present at both events to provide support and ensure smooth execution.

Participants praised the tasting format, highlighting the uninterrupted experience as a key benefit. The venues also received positive feedback: in Aarhus, the newly established Winelab Academy tasting room provided an intimate setting, while in Copenhagen, the event in the trendy Kødbyen (Meatpacking District) added a modern vibe.

Printed tasting catalogues proved invaluable, helping participants navigate the selection of over 170 wines. Many took their catalogues home for future reference, further enhancing the value of the event.

Results of Matchmaking Tastings

The Matchmaking tastings generated significant positive feedback from both Danish importers and German wine producers. Several producers reported receiving multiple import requests, highlighting the success of the events in fostering valuable connections.

One producer shared that they were approached by four Danish importers, ultimately leading to a promising partnership. Overall, 33 wineries had secured a Danish importer within five months of the events (55% of the participating wineries), demonstrating the tangible business impact of the initiative.

The success of the tastings was further amplified through digital platforms, with participants and organizers sharing the events on Instagram, Facebook, and LinkedIn, broadening the reach and visibility of the initiative.