The UK’s leading food and wine pairing competition goes Indian

05-04-2012
 
‘What Food, What Wine?’ the UK’s leading food and wine pairing competition, returns this month with the addition of two new food categories aimed at boosting consumer engagement and promoting sensible drinking.
 
The competition, which sees leading wine experts match Britain’s most popular dishes with their ideal wine partner, has expanded to include separate categories for Indian and Christmas food.
 
David Kelly, WFWW’s Sales and Marketing Controller said: “When ‘What Food, What Wine?’ launched last year it created an incredible industry buzz. The addition of the two new categories will offer an even greater opportunity to increase consumer engagement among the UK’s 28 million wine drinkers whose purchasing is often influenced by price and promotion.”
 
The addition of industry leaders to the judging panel including Group Wine Buyer at ETM, Paolo Brammer and Laithwaites Head of Winemaking and Bordeaux, Jean Marc Sauboua, will help encourage on-trade promotion, he said.
 
The competition recently announced sponsorship deals with Basmati rice specialists Tilda, Pink Lady apples and Sweet Eve Strawberries.
 
David continued: “’What Food, What Wine?’ encourages consumers to stop and think about wine, rather than reach out for a three for £12 offer - which is a great thing for the wine trade. Food matching can seem daunting and the competition will help consumers experiment with confidence and encouraging sensible drinking by linking wine with food. From a trade perspective, if you’ve got the best wine with chicken korma or Christmas Turkey, you’re guaranteed to be able to communicate simply and effectively to the consumer.”
 
The 2012 competition sees Channel 4’s The Cookery School sommelier, Ewan Lacey join the judging panel along with married Masters of Wine Susie Barrie and Peter Richards, from BBC 1’s Saturday Kitchen, the Guardian’s wine writer Fiona Beckett and BBC Good Food’s Sarah Jane Evans.
 
‘What Food, What Wine? Indian’, sponsored by Tilda, and hosted at the Cinnamon Kitchen (sister restaurant to London’s Cinnamon Club) will put chicken korma, chicken tikka masala, lamb rogan josh and stir fry prawns through their wine pace. With over 9400 Indian restaurants in the UK with a combined annual turnover of £3bn, the addition of ‘WFWW Indian’ will help consumers to choose the best wine match with the most requested dishes.
 
While festive favourites smoked salmon, turkey and stuffing, Christmas pudding and stilton will all find their perfect partners in ‘What Food, What Wine? Christmas’.
 
Dishes in the main category, exclusively produced by food broadcaster Jo Pratt sees wines matched with fish and chips, rump steak and fries, roast lamb, lasagne, mushroom risotto, apple crumble and custard and strawberries and cream.
 
For more details, and last year’s results, visit www.whatfoodwhatwine.com.
 
Judging takes place in July.
 
For interviews, more details or high res images contact email Georgina@growpr.co.uk or call 07976 529763.
 
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