Client: Advantage Austria
Event: BIG Austrian Wine Tasting London
Date: 25th February 2025
No of guests: 250
Event space: Illuminate
What was the event brief & objective?
To bring together buyers, importers, restauranteurs, sommeliers, wine professionals and members of the trade press for a wine tasting in collaboration with Austrian Wine. This bi-yearly event is the largest tasting of Austrian Wines in the UK and celebrates the richness and diversity of Austrian wine with over 100 wineries and 600 Austrian premium wines represented.
Why was the Science Museum chosen for this event?
The museum’s location was very important to us – it’s central enough yet still outside the busiest parts of London and easily accessible via public transport. We certainly also believe that we benefited from strong brand recognition of the museum itself to help draw guests to the event.
What sort of experience did you want to create?
The experience aimed to create a relaxed and elegant atmosphere that enhances the enjoyment of wine tasting, allowing guests to fully engage with the palate, nose, and colour of each wine. The setting fosters meaningful conversations between buyers and winemakers, providing a space to exchange stories, insights, and feedback. Additionally, masterclasses offer an in-depth exploration of specific wine regions and varieties, ensuring a richer understanding of the nuances and craftsmanship behind each bottle. The overall ambiance balances sophistication with warmth, encouraging both learning and social interaction.
Why did you choose Illuminate for your event?
Natural light is crucial for wine tastings and Level 5 of Illuminate offered the perfect setting with its panoramic windows and the bonus of an incredible view over the City. With over 100 vineyards presenting their wines in person, we required a spacious, airy venue that could accommodate logistics such as wine coolers under tables and additional bottle storage. We also needed to ensure a comfortable noise level despite multiple conversations happening simultaneously.
What production elements were included as part of the event?
The event featured a bespoke setup for the masterclasses, ensuring precise handling and pouring of wines in accordance with the presenters’ instructions. Given the participation of over 100 winemakers, extensive cooling solutions were implemented to maintain optimal wine temperatures throughout the event.
What feedback did you receive from guests?
Guests provided very positive feedback, particularly highlighting the venue’s excellent location and impressive views. Many appreciated the airy, open space, which created a bright and welcoming atmosphere.
Client Testimonial:
“The Science Museum’s Illuminate is a great venue for a wine tasting event. With plenty of natural light and impressive views, it offers a welcoming atmosphere. The space is generous, allowing for easy movement, and the sound levels are well managed, making conversation comfortable even when busy. The location is convenient, and the staff are helpful and accommodating. Reliable contractors for technical support and catering further enhance the experience, making it a practical and enjoyable choice for hosting an event.” – Karoline Scheiber-Woolley, Senior Sector Manager
