A new En Primeur Experience Featuring Burgundy and Rhône

Alliance Wines is breaking boundaries with an innovative En Primeur tasting on 14 January 2025 at the Haymarket Hotel in London.

This event will showcase the new 2024 Burgundy vintage alongside older vintages, allowing guests to experience how the wines evolve over time and engage with the producer in a more holistic way. This distinctive approach sets Alliance apart in the way they are interacting with the fine wine market.

For the first time, Alliance will be featuring en primeur wines from the Rhône, highlighting the region’s position as a serious, premium player in this sphere and emphasising the appeal to collectors.

“We have always prided ourselves on our innovation and taking our own path. This January’s En Primeur tasting at Haymarket is another example of this spirit. By introducing a dynamic format that blends future bottlings with more established vintages and expanding the breadth of the tasting to include Rhône alongside Burgundy, we are looking to elevate the event to a different level.” explains Ned Llewellyn, Off Trade Sales Director at Alliance Wine.

“By reimagining this key moment in the trade’s calendar, we aim to give our customers a clear view of the future - how each wine can develop over time. This approach enhances not only understanding but also redefines relationships between customer and producer. Our goal is to be forward-thinking, and that Alliance is setting new standards for engagement and interaction, at the forefront of an ever-evolving fine wine market.” continues Llewellyn

“This marks another important step forward in further strengthening Alliance’s fine wine merchant reputation, and as a distributor committed to going the extra mile to present the best possible wines on the market to our customers. It’s an exciting development that we believe the trade will welcome, and we are very much looking forward to sharing this approach with our customers and producers hosting on the day.” notes Matt Wilkin MS, Director of Prestige Sales.

“In the past 12 months we have seen 30% growth in fine wine sales, and our fine wine audience has also grown by 18%. With a wider and developing customer base, we’re keen to expand the awareness and understanding of our fine wine capabilities. With the integration of H2Vin successfully completed over the course of the last year we are now in position to provide even better service to our customers” added Llewellyn.

This event marks a new era for En Primeur, offering customers a deeper insight into the wine development and reaffirming Alliance Wines’ position as a leader in fine wine sales.

For more information on Alliance’s fine wine portfolio or En Primeur Tasting in January, please contact Matt Wilkin MS for on-trade enquiries or Bryn Stephens for off-trade enquires.