The Welsh capital Cardiff played host to an immersive wine masterclass on 23 March 2026, bringing together industry professionals for a focused exploration of Europe’s diverse viticultural landscape. Organised as part of the More Than Only Food & Drink campaign in partnership with The Drinks Business, the event took place at Cardiff’s Leonardo Hotel and shone a light on lesser-known European wines. With an emphasis on indigenous grape varieties, emerging wine regions and the quality schemes underpinning EU excellence, the session offered both depth and discovery for those in attendance.
A total of 32 trade professionals attended the session, exceeding participation targets and reflecting strong interest from the UK wine community. Led by wine expert Neil McAndrew, the masterclass guided participants through a curated tasting of eight wines, each selected to illustrate the diversity and authenticity of EU production.
A Journey Through Europe’s Emerging Terroirs
Under the theme “Origins Reclaimed: Europe’s New Terroirs & Indigenous Voices,” the masterclass invited attendees to discover wines from across 14 EU Member States. The selection showcased a balanced representation of Protected Designation of Origin (PDO), Protected Geographical Indication (PGI), and Organic labels, reinforcing the campaign’s core messages of quality, traceability, and sustainability.
From the vineyards of Cyprus and Greece to the slopes of Slovakia and Bulgaria, participants were introduced to distinctive grape varieties and regional expressions that remain underrepresented in the UK market. Each wine was contextualised through detailed commentary, highlighting production methods, origin stories, and the characteristics that set these wines apart.
Learning Through Tasting and Exchange
Following a guided session involving eight EU wines, guests continued their exploration with a self-tasting of six additional wines, encouraging informal discussion and peer exchange. The event’s interactive format proved highly effective, combining expert-led insights with hands-on tasting to create a dynamic learning environment. Feedback highlighted strong engagement throughout, with participants expressing particular interest in discovering new grape varieties and expanding their knowledge of EU wine regions. All participants reported an increased likelihood of engaging with EU wines following the session, with over 46% stating they were very likely to do so.
The session also significantly improved awareness of EU quality schemes, with attendees leaving with a clear understanding of PDO, PGI, and Organic labels. Furthermore, 100% of respondents reported an improved perception of Europe’s “hidden heroes” - lesser-known wines with strong potential for the UK market. An overwhelming 92% of participants indicated that the masterclass had inspired them to incorporate more EU wines into their businesses, whether through recommendation, stocking, or sourcing decisions.
Strengthening the Presence of EU Wines in the UK
The Drinks Business Masterclass demonstrated the continued relevance of targeted, expert-led activations in engaging trade audiences. By combining education, tasting, and networking, the event successfully reinforced the value of EU wines within a competitive global market.
As the More Than Only Food & Drink campaign continues across the UK, initiatives like this masterclass play a key role in uncovering Europe’s hidden wine treasures and connecting them with professionals eager to diversify their offering with high-quality, authentic products.
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