On Monday 23 March 2026, the More Than Only Food & Drink campaign will partner with The Drinks Business to host an exclusive wine masterclass for UK trade professionals in Cardiff, Wales. Taking place at the Leonardo Hotel Cardiff, this two-hour educational tasting will shine a spotlight on lesser-known EU wine regions and indigenous grape varieties, offering buyers, importers, sommeliers and hospitality professionals' fresh commercial perspectives on Europe’s evolving wine landscape.
Titled “Origins Reclaimed: Europe’s New Terroirs & Indigenous Voices”, the masterclass will explore how authenticity, provenance and sustainability are driving premiumisation in the UK wine market. Led by campaign wine advisor Neil McAndrew, the session will guide participants through eight carefully selected wines, each representing a different EU Member State and reflecting the diversity of Europe’s emerging and rediscovered wine territories.
EU labels explained
Beyond tasting, the event will decode the value of EU schemes such as Protected Designation of Origin (PDO), Protected Geographical Indication (PGI), and EU Organic certification. These labels form part of a robust framework that safeguards authenticity, provenance, and production standards. By highlighting wines bearing these certifications, the masterclass will demonstrate how traceability, environmental responsibility and product integrity translate into tangible commercial advantages - factors that increasingly shape purchasing decisions across retail, on-trade and specialist sectors in the UK.
The masterclass has been designed as a premium and immersive experience tailored specifically to wine professionals. With six wines available for self-tasting during a networking session, 14 wines in total from 14 different EU Member States will be showcased during the event, reflecting the breadth and diversity of Europe’s emerging and rediscovered wine territories.
Discover Europe’s hidden wine territories
As UK buyers look for differentiation, authenticity and sustainable sourcing, Europe’s lesser-known wine regions offer compelling commercial opportunities. From revived indigenous grapes to emerging terroirs, these wines reflect a dynamic and innovative side of EU production, one that goes far beyond the familiar.
This Cardiff masterclass provides a focused opportunity to explore that diversity, understand the regulatory frameworks that underpin quality, and identify new listings with strong storytelling potential.
Registrations are open via The Drinks Business website. Wine professionals interested in attending are encouraged to secure their place early, as capacity will be limited.
Practical information
Leonardo Hotel Cardiff
