LONDON — The Institute of Masters of Wine (IMW) has announced California Wine Institute as a Major Supporter, creating a partnership that will provide an in-depth educational programme focussed on the diverse wine regions throughout California.
“Wine Institute’s team views our partnership with the Institute of Masters of Wine as an important element of our global wine education strategy, and a clear opportunity to work with leading wine educators to better inform industry influencers about the quality, character and diversity of California wines,” said Honore Comfort, Wine Institute Vice President, International Marketing. “We are confident that our winery members will benefit from Wine Institute’s engagement as a supporter of the Institute of Masters of Wine.”
The alliance between the IMW and Wine Institute underlines the growing interest in the area. Adrian Garforth MW, IMW Chairman said, “We have more students in the U.S. than anywhere in the world and interest from the trade is growing apace. California Wine Institute did an outstanding job in hosting the recent trip to the area for 50 MWs and we are delighted to extend the relationship formally as they become a Major Supporter. We recognise there are lots of areas in which we can collaborate both in the U.S. and globally and I look forward to working closely with their team.”
Wine Institute plans to work with the IMW’s network of MW wine educators in local markets around the world to participate in education programmes and bring MWs both to and from California to be included in education efforts for media and trade. The alliance provides opportunities to educate the trade and consumers worldwide about the importance of sustainable winegrowing in California, what it means, how it will shape the future of the wine business, and how it impacts the quality of wine in their glass. The programmes will also cultivate an understanding of and an appreciation for wines from lesser known California regions in key markets around the world.
Wine Institute is the public policy advocacy group representing 1,000 wineries and affiliated businesses from wine regions throughout California that produce 80% of U.S. wine from the state’s 139 diverse American Viticultural Areas (AVAs) and 120 grape varieties. The IMW is the global membership organisation which promote excellence, interaction and learning across all sectors of the global wine community – from running tastings and seminars to the public, to administering the Master of Wine examination. There are 382 people in the world today who can call themselves Masters of Wine, the highest qualification in the world of wine. They can do so as they have passed the MW examination which authenticates the highest standard in all aspects of tasting, production, trade, and marketing of wine, as well as related health, social and environmental issues.
The new partnership follows an October 2018 IMW educational summit in California attended by 50 MWs from 16 countries who toured the wine regions around the state, met with more than 300 vintners and tasted 600 wines from 60 AVAs.
Of the 382 Masters of Wine around the world, 59 are in North America. Wine Institute joins an exclusive international network of IMW supporters, which includes the Madame Bollinger Foundation, Istituto Grandi Marchi and AXA Millésimes.