Cultural Comms was tasked with creating a new style of training programme to replace the brand’s sommelier competition that engaged talented young sommeliers throughout the UK.  The Ruinart Challenge incorporated a winemaker workshop, an immersive experience juxtaposing scent and wine with Floris and an annual symposium exploring industry issues.

“The team is pro-active, energetic, organised and very creative.  We have a great relationship with the agency and it is always a pleasure to work with them.”

Brand Manager, Moet Hennessy UK


  • Devising and creating a bespoke training programme to nurture the top tier of young sommelier talent.
  • Building a community of over 200 sommeliers working in top London restaurants.
  • The programme has since been launched in seven international markets.