Supermarket Lidl was joined by a host of celebrities last night, as it opened the doors to its hugely anticipated ‘Wine Tasting in the Dark’ pop-up, Lidl Chateaux Noir, with a festive launch party in London’s Soho.
Guests including sisters Sam Faiers, Vanessa Bauer and Fearne McCann put their palates to the test, and were the first to experience a blind wine tasting journey hosted by Master of Wine Richard Bampfield.
Starting in the ‘Discombobulation Chamber’ – a candy cane striped space which throws off the senses with clever tricks of scale, the stars were then moved to the ‘Cellar Noir’ where they sampled eight exquisite glasses of wine, served wine by night-vision goggle clad waiters.
The trio then got into the festive spirit and enjoyed mince pies, and a cheeseboard of snacks in the Salle de Noel – a festive wonderland decked out with real Christmas trees,
Tickets for the hotly anticipated nationwide pop-up bar – and the first ever from a UK retailer – sold out in less than six hours.
The retailer’s pop up, which is now open to lucky London ticketholders before embarking on a nationwide tour of Manchester and Glasgow, will help guests to identify top quality wine in the run up to Christmas – even when immersed in total darkness.
By offering guests the chance to taste wine in the dark, Lidl believes wine lovers can learn to identify real quality wine, without making the mistake of choosing their wines solely based on bottle design, labels or price.
Richard Bampfield Master of Wine said: “At Lidl Chateaux Noir, we want to encourage visitors to see if they can identify a wine’s quality in a completely new setting – using darkness to dispel common prejudices that come with buying wine. This is a unique opportunity to forget everything you thought you knew about wine and come and challenge your senses with us.”
Lidl Chateaux Noir will open its doors on Friday 8th and Saturday 9th November at 46 Great Titchfield Street, Soho, London – before travelling to the Deansgate Underground Arches, Manchester on 16th and 17th November, and Argyle Street Arches, Glasgow on 23rd and 24th November.