Dubai Experiences: A Week of Masterclasses, Training & Tastings
Published on June 09, 2025 in A-Wines news
From June 3rd to 5th, a vibrant and enriching week unfolded in Dubai bringing together wine professionals, top sommeliers, and partners. Organized in collaboration with A-Wines Spain & Portugal, the trip celebrated iconic Californian wineries in a spirit of sharing and excellence.
Two-Day Seminar with Dubai Duty Free – June 3rd and 5th
The week began with a two-day seminar dedicated to the Dubai Duty Free team. Hosting the 52 Wine Advisors employed by Dubai Duty Free, the training aimed to deepen product knowledge and elevate sales narratives around four iconic Californian wineries:
- Wente Vineyards, a leader in sustainable winemaking,
- Silverado Vineyards, nestled in the heart of Napa Valley,
- Jordan Winery, celebrated for its French-inspired elegance,
- and Clos du Val, a pioneering estate with a Bordeaux influence.
Participants engaged in a comprehensive program combining theory, brand storytelling, and guided tastings, designed to empower staff with confidence and expertise on the shop floor.
Exclusive Tasting for The Flight Club Dubai
The second highlight of the week was a private tasting hosted by The Flight Club, an informal but nonetheless professional group of top-notch Sommeliers. This exclusive session showcased an amazing selection of California wines to an audience of top sommeliers. Featured wineries included:
- Bonny Doon Vineyard, this iconic winery is known for its Rhône varietals and bold winemaking style,
- Jordan Winery, once again admired for its refined structure and consistency,
- and Backhouse by O’Neill Winery, praised for its quality-to-value ratio and accessibility – showcased for its great “wine by the glass” potential.
The evening offered a relaxed yet insightful setting, encouraging discussion, feedback, and knowledge-sharing among industry peers.
This Dubai activation reflects the growing interest in Californian wines across the Gulf region. With a blend of training, strategic positioning, and authentic engagement, the week has strengthened key relationships in a fast-evolving wine landscape.
