(Aug. 5, 2024; ALBUQUERQUE, N.M.) — JP Clement, CEO and general manager of VARA Winery & Distillery in Albuquerque, is excited to announce a new partnership between VARA and Ideum, a New Mexico-based creator of interactive “touch tables.” Together, VARA and Ideum have launched an innovative, interactive and educational way to enjoy a selection of VARA’s New Mexico-made wines while being guided through wine-tasting notes and learning about the history of winemaking in the state.
The partnership will launch with a pop-up experience for consumers at the VARA Nob Hill tasting room in Albuquerque from Aug. 7 to 11. The tasting room is located at 201 Hermosa Dr. NE and is open Tuesday through Saturday from 2 p.m. to 9 p.m. and Sunday from 2 p.m. to 6 p.m.
The VARA Ideum table experience is available complimentary with the purchase of a glass of VARA’s 2020 Gold Label Tempranillo or 2021 Albariño. During the tasting, guests will be prompted to place their interactive coaster on the table’s touchscreen surface, which will recognize the wine they are drinking. Guests can select tasting notes, including flavors they identify in the wine, sweetness levels and acidity levels.
“At VARA, we are always looking for fun new ways to share our story and our wines and spirits,” says Clement. “Ideum is an amazing company that has been pushing the envelope of engaging consumer experiences for more than 20 years. We are two New Mexican companies who love story telling through our respective mediums, and we can’t wait for guests to come and learn about VARA wines with Ideum’s technology.”
About VARA Winery & Distillery
Founded in 2016, VARA is an Albuquerque-based urban winery and craft distillery that brings together a passionate circle of professionals who use innovative techniques to create wines and spirits that express a uniquely New Mexican point of view. VARA is inspired by New Mexico’s boundary-pushing culture and the state’s history of winemaking, which spans nearly 400 years and is as rich and storied as the region’s colorful landscapes. VARA Winery & Distillery produces still, sparkling, and fortified wines, along with brandy, gin, rum, and vodka. VARA has three tasting rooms in New Mexico: the Balloon Fiesta Park Micro-Tasting Room, located at 315 Alameda Blvd. NE; the Santa Fe Tasting Room, located at 329 W. San Francisco St; and the Nob Hill Tasting Room, located at 201 Hermosa Dr. NE. VARA’s tasting rooms offer wine and spirits flights as well as a curated selection of cocktails and tapas. Please visit varawines.com for hours of operations and reservations.
For more information about VARA Winery & Distillery, please visit www.VARAwines.com and www.VARAspirits.com.
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Instagram: @VARAwine and @VARAspirits
Facebook: @VARAWines
