Lidl offers wine tasting in the dark

By James Herring on Tuesday, October 29, 2019

When it comes to choosing wine 35% of people choose their wine based on the bottle and 27% choose it based on a luxury or premium label.

Enter Lidl with a new experience designed to challenge customers perceptions.

Lidl Chateaux Noir is a blind wine tasting experience.

Delivered by Master of Wine Richard Bampfield the aim is to help wine lovers across the nation identify top quality wine regardless of design, label or price in the run up to Christmas – even in total darkness!

Tickets for the first ever ‘Wine Tasting in the Dark’ pop-up from a UK retailer sold out in just 6 hours.

Visitors to Lidl Chateaux Noir will start in the ‘Discombobulation Chamber’ – a candy cane striped space which throws off their senses with clever tricks of scale before moving through to the ‘Cellar Noir’ where they will be the first to experience a blind wine tasting journey served by waiters wearing night vision goggles.