Alliance Wine Shakes up its Events Strategy
Press Release | London, 16th January 2026
Alliance Wine is reshaping its approach to customer engagement this Spring with a bold, refreshed events strategy, further underlining its commitment to innovation.
This transformation is designed to create deeper, more meaningful connections across its diverse customer base. Replacing their seasonal full-portfolio tastings in Edinburgh and London, the company will host a dynamic series of targeted events throughout early Spring — each crafted to speak directly to the needs of specific customer groups.
“Competition in the market is intense, and the hospitality sector continues to face real challenges,” says Miriam Cameron, On‑Trade Sales Director at Alliance Wine. “That’s why we’re rethinking how we support our customers, adapting to the rapidly evolving market and engaging with our customers in ways that genuinely help drive their success. We’ve always seen ourselves not just as a wine supplier but as a commercial partner — one that is committed to helping businesses flourish in a changing world.”
This year, Alliance Wine is concentrating on that partnership-led approach. “If we’re not solving a customer’s problem, we’re failing them,” Cameron continues. “This new approach is about focusing on distinct customer groups with activity tailored to their challenges and their goals. It all comes back to one question: How can we help?”
Informed by Alliance’s newly established data and insights function within its marketing team, the business has developed a targeted program of events shaped by robust customer intelligence — built around clearly defined segments rather than assumptions. Rather than applying a one‑size‑fits‑all approach, each event will offer relevant, timely experiences that engage local customer bases. The event series kicks off with this week’s Burgundy & Rhône En Primeur tasting through to the Taste of Inspiration showcase in London at the start of March. There will be a further event in London at the end of January called Heart of the Matter, followed by two back-to-back Inspire events in Glasgow and Edinburgh. In total, five major events will take place alongside a wide series of smaller, producer‑focused events designed for maximum impact during key trading moments.
“This evolution is all about putting the customer at the centre of everything we do,” adds James Mackenzie, Head of Marketing. “We’ve been building towards this for some time, but now we’re accelerating with purpose. Delivering at least 15 events this Spring is ambitious, but it reflects our commitment to creating real value. By engaging customers in more focused, insight-led ways, we’re forging stronger partnerships and driving shared success in a rapidly changing market.”
Alliance Wine Spring 2026 events include:
27th January - Heart of the Matter, London
Showcasing 150 dynamic wines from our core range - those that belong on every wine list. This event is especially relevant for our Fast Pour, Casual Dining, and Wine Bar customers, offering practical inspiration grounded in what sells and performs.
23rd & 24th February - Inspire, Edinburgh then Glasgow
Across two days in Scotland, customers will have the opportunity to explore around 150 wines - from established favourites to fresh discoveries. Designed to spark new thinking for 2026, Inspire offers a chance to explore ways to elevate and refine wine selections for the year ahead.
3rd March - A Taste of Inspiration, London
Bringing together 20 of our most inspirational producers, each presenting a snapshot of wines that embody their philosophy and style. This event is tailored for Fine Dining venues and Independent Wine Merchants seeking depth, character, and new stories for their lists.
For more information on these events, please contact kiki.evans@alliancewine.com
By Kiki Evans, Press, Content & Design Manager, Alliance Wine.