B2C case

Case Story: NW Wine Hotspot at Winemarket Aarhus 2024

Winemarket is Winelab’s own wine festival, held twice a year in Aarhus. At the autumn 2024 edition, we hosted a dedicated NW Wine Hotspot within the event, featuring wines from Oregon and Washington State. The wines were served by three of Denmark’s top sommeliers, and the role of the hotspot was to spark interest and build awareness of the regions’ wine styles, identity, and potential.

Case Story: NW Wine Hotspot at Winemarket Aarhus 2024

Our wine festival in the heart of Aarhus, Denmark

Winemarket is a semi-annual wine festival in Aarhus, organized by Winelab. The festival brings together wine enthusiasts, curious consumers, and industry professionals for an afternoon of open tastings, dialogue, and professional inspiration in an informal setting.

At the autumn 2024 edition, more than 1,000 guests attended across two tasting sessions, and over 17 wine importers presented their top selections under the theme Best of the Best.

Spotlight on the Pacific Northwest

As a special element of this edition, Winelab curated an NW Wine Hotspot featuring wines from Oregon and Washington State. The goal was to raise awareness of wines from the Pacific Northwest and to strengthen understanding of the regions' identity, style, and potential — among both trade professionals and everyday wine consumers. The idea was to bring the wines directly to the public and communicate their quality in an accessible and engaging way.

The hotspot was staffed by three of Denmark’s top sommeliers, who created a guided tasting experience grounded in both knowledge and approachability. Their presence added an extra layer of professionalism and helped make the hotspot a natural gathering point within the festival space.

Post-event feedback confirmed that the goal was achieved. Guests expressed curiosity and surprise at the wines, and many said it was their first time tasting wines from these regions. Several noted they would now look out for Oregon and Washington State — areas that have not traditionally been top-of-mind for Danish wine drinkers. The hotspot proved to be a valuable tool for both professional engagement and public communication, sparking new awareness and genuine interest.



"The Washington State / Oregon hotspot was an eye-opener for me. I only ever tried 2 wines from Washington and never tasted  wine from Oregon. I tried the best single-grape Merlot I ever tasted and was surprised by the quality and variation of the wines on the hotspot. The search has started."

Klaus Bransmark, winemarket guest


"Convincing Oregon Pinot Noirs - new experience and a new go-to region for me."

Peter Rønnow, Winemarket guest


"Excellent, knowledgeable hosts at the Hotspot. Guests were eager and full of questions, and there were many of them. It was clearly the "hottest" spot for wine tasting. Many visitors returned to the Hotspot; they just couldn't stay away. Ridehuset is the perfect venue for this kind of setup."

Søren Salin, importer (Oregon)

 

Facts

  • Client: Northwest Wine Coalition
  • Event: NW Wine Hotspot at Winemarket – Best of the Best 24'
  • Location: Aarhus, Denmark
  • Audience: 1,057 guests – wine consumers, enthusiasts, and professionals
  • Featured Regions: Oregon and Washington State
  • Format: Public walk-around tasting in two sessions; wines served and presented by three of Denmark’s top sommeliers at the Hotspot
  • Purpose: Raise awareness of Pacific Northwest wines and strengthen interest among both consumers and trade professionals

Experience the atmosphere – video available here:

Case story: US Northwest Wine Salon (Oregon and Washington State)

In the beautiful setting of Gammel Strand in Copenhagen, Winelab Agency facilitated a Northwest Wine Salon featuring 20 wineries from Washington State and Oregon. This intimate event introduced 60 sommeliers, on-trade professionals, importers, and media representatives to the depth, diversity, and distinctive qualities of Pacific Northwest wines.

Case story: Matchmaking

Winelab Agency organized a series of matchmaking events for Wines of Germany, connecting German wine producers with potential Danish importers.

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