The Wine & Business Club

In Sunday's La Vanguardia newspaper there was an article on the Wine & Business Club. Founded in Paris in 1991 by Alain Marty, the W&BC organizes tastings and dinners at which business people can network, invite customers to come along, dine at the 3-star Michelin restaurant that hosts the dinners, but above all, taste the most legendary of French wines: Chateaux Margaux, Petrus, d'Yquem, to name but three.

This is not a place to be low on cash: a membership goes for 750 euros, then the costs are determined by the number of functions a member wants to attend: the Open level (15 tastings and 2 dinners) runs 4,800 euros. The response has been amazing: the Club now has over 12,500 members, hosts debates in 20 languages, and has expanded into hosting golf events.

For me, the most interesting part of the article was the small survey the author of the article, Oscar Caballero, made upon learning that Mr. Marty is looking to export the concept to other countries. Mr. Caballero asked several experts in Barcelona for their opinions. A local importer of top French wines said "the major wines are too intimidating. And if I organize a tasting, even with famous labels and the help of God above, I would have trouble getting more than a couple of people to sign up." A restauranteur: "my customers are more likely to order a top French wine when visiting Paris than when dining out here." A sommelier: "Spain lacks an established range of legendary wines.... A tasting of top French wines in Barcelona? Are there enough knowledgeable drinkers here?

In short, a total lack of enthusiasm for the concept...or, perhaps a clue to a possible niche for a bold business person?