English wine in prime time

The longest champagne bar in Europe is the setting for the launch of the task that involves English wine for the would-be business giants on Lord Sugar’s The Apprentice next week.
St Pancras International is the venue chosen by Lord Sugar to set the stage for the challenge of raising awareness of English sparkling wine, which rivals Champagne in quality, but not in market dominance, says the BBC.
“It is a real issue for the industry – can the teams devise a brand and identity for the British product to compete with Cava, Prosecco and Champagne? Their marketing campaigns will be judged on merit by discerning wine industry experts,” says the Corporation.
Half of each team stays in London to plan the marketing campaigns, while their team-mates head to a vineyard in Surrey to get better acquainted with the product. One team opts to stop off at Tesco to get a feel for the market, but cannot find a sommelier to explain which fizz sells best and why. At the vineyard there is plenty of sparkling wine on hand to sample, but tongues get tangled when one team takes the tasting too seriously. It leaves their sober London team-mates having to do all the work.

The Apprentice will be shown on Wed 16 May, 2012 21:00 BBC One