By Ian Neubauer
Including tastings, brand education and cocktail-making, the daily sessions will run for 10 to 12 minutes in a purpose-built theatre with space for 30 people.
“Our focus for the shows is very much on educating consumers about our brands and brand heritage,” said Brown-Forman brand ambassador, Kate Mansour, whose portfolio includes Woodford Reserve, Gentleman Jack and Jack Daniel’s Single Barrel.
“Last year was extremely successful in that we had the consumers who were keen to learn and were happy to spend 10 minutes to be taken through an educational and tasting. We have built on their form last year to a larger, more premium space.”
The weekend-long Good Food & Wine Show will debut in Melbourne on May 30 and move on to Sydney on June 20, with the Brisbane show scheduled for November 7.