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.
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.
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.
Klaus Bransmark, winemarket guest
Peter Rønnow, Winemarket guest
Søren Salin, importer (Oregon)
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