Selfridges reveals the truth about California

Selfridges is on a mission to educate consumers about Californian wine’s ability to provide value for money. 

The London department store’s Californian Wine Fortnight starts today and includes tastings, dinners and the attendance of some of the region’s “finest winemakers” at the events.

The fortnight will include the opportunity to taste more than 20 wines in its London wine shop as well as 16 wines in the store’s Wonder Bar. Wines available to buy will range from £10 to £3,000 a bottle.

Speaking of the initiative, Selfridges said: “For a long time Californian wine has been seen as the land of extremes, some believing the state’s fine wines command only a high price, or the opposite, that the region offers only mass-produced cheap wines.

“Both these schools of thought are far from the truth and to show you that there is a lot in the middle, the Selfridges Wine Shop will be host to a Californian Wine Fortnight.”

Californian wine experts James Hocking, director of Californian wine distributors The Vineyard Cellars, will host some tasting sessions, while Stag’s Leap expert Al Portney will also participate in the promotion’s events.

For a full report on the Californian wine industry, read the drinks business’ 2010 California Report with the June issue.

Jane Parkinson, 10.05.2010