J&B meet their customers

St James's wine merchant Justerini & Brooks tried a novel idea recently – and were thrilled by how well it worked. Although they regularly hold tastings to introduce their customers to wines in special offers (notably Burgundy, Italy, the Rhône and Loire), they had never had a tasting that spanned their entire portfolio.

Last month they commandeered a series of rooms on the airy first floor of Somerset House overlooking the Thames in central London (see above) and invited their customers to buy a ticket to taste their way through 240 wines on the J&B list. They were thrilled that...