Madeira Wine promotion in the USA

On the 4th of July 1776, the independence of the United States was celebrated with a glass of Madeira Wine. After 239 years, the US market remains one of the main export destinations of Madeira Wine, which is why this October IVBAM - Madeira Wine, Embroidery and Handicraft Institute promotes activities in three cities, targeting journalists, wine critics, opinion leaders and importers. 

The tour starts in Washington DC, on the 13th, at the Crown Plaza Hotel – The Hamilton. The tasting, which is open to the public, will take place from 3.30 to 7pm and the guests will have the opportunity to taste the latest releases, as well as some of the most iconic wines from Blandys, Henriques & Henriques, H.M. Borges, Justino's, Pereira D'Oliveira and Barbeito. Besides the wine tasting, in direct contact with producers, a masterclass will deepen the unique characteristics of Madeira wines, guided by Portuguese wine writer Rui Falcão and the US Master Sommelier, Andrew Myers.

Next stop is Philadelphia, on the 14th.  The venue will be the Crowne Plaza Philadelphia West.  The structure of the tasting and the Madeira Wine producers that are represented remain the same, as well as the masterclass that is once again directed by Rui Falcão, Joining in is Justin Timsit, Advanced Sommelier.

New York, on the 15th, will be the last stage of this circuit. At the Park Lane Hotel New York, as well as a tasting open to the public with the presence of producers, there will be one final masterclass, conducted by Rui Falcão and Andrew Bell, president of the American Sommelier Association.

The training of the public and of future professionals will be enhanced in this tour, as  IVBAM is taking advantage of its presence in the US to carry out awareness-raising and training activities on the Madeira Wine in the most prestigious wine education institutions and tourism schools of each visited city: The Capital Wine School, in Washington D.C. (on the 13th, in the morning), Drexel University’s Center for Hospitality and Sport Management, in Philadelphia (on the 14th, late morning and early afternoon) and The International Culinary Center, in New York  (on the 16th, during the afternoon). In the US, one of the largest global markets for wine, the Madeira Wines have a long and prestigious history, being seen as super premium wines. Exports to the United States in the previous year represented 213,915.25 litres, the equivalent to 1,902,982,67 EUR.