30 billion bottles of wine are consumed annually worldwide. That’s almost 5 bottles for every single human being on the planet. But only a very small percentage of wine drinkers have knowledge of vino that extends beyond “I’ll have a glass of your house red.”

The sheer volume of wine facts can be daunting: over 5,000 varieties of grapes from dozens of regions worldwide are coaxed, coddled, blended, and aged into a staggering array of red, white, rose, still, sparkling, and fortified wines. With so many enthusiastic but under-informed wine lovers, The Traveling Vineyard tasted and smelled an opportunity.

The Traveling Vineyard is the home-based business arm of Geerlings & Wade, a US-based direct marketer of wine and wine accessories. Anyone interested in hosting a wine tasting party can call on the Traveling Vineyard Wine Consultant in their area who will work with the host to organise an at-home event for 10-20 friends.

In short, Traveling Vineyard at-home wine tastings are like Tupperware parties for wine - their website bills the events as “a party in a box!”. The company began running events in April 2002, and now boasts over 2,500 Wine Consultants in the US.

There are millions of consumers yet to be formally introduced to the wonderful world of wine from an educational point of view. Services like the Traveling Vineyard could do well all over the world, and for wine, restaurant, or food service companies similar service models have the potential to become a combination of an independent revenue generator and a marketing tool to boost overall retail revenue. Another way of getting your foot in consumer’s doors.

Spotted by Springwise: www.springwise.com

By Mike Carter.


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