The Robert Mondavi Winery partnered with the TD Canada Trust Toronto Jazz Festival to bring its Discover Wine Tour to Canada for the first time this weekend. The event, which kicked off with a V.I.P. cocktail reception hosted by Margrit Mondavi on Thursday evening, included three days of wine tastings, food pairings, and seminars in a pavilion designed to replicate Robert Mondavi’s Napa Valley vineyard at Nathan Phillips Square.
“The event here is extraordinary," Mondavi said of the jazz festival. "I’m very happy to be here and to celebrate, as I always do, my wonderful husband, who was such an inspiration and had such a passion for wine." Mondavi's attendance at the event marked the first time she has joined the tour, now in its third year. In 2009, the tour has visited Phoenix, Dallas, New Orleans, and the Food & Wine Festival at National Harbour near Washington. The tour will also stop in Seattle, Chicago, Atlanta, and San Diego this year.
“This is the first stop outside of the U.S.,” said Emily Blake of Siren Communications, which handled PR for the event. “It’s usually part of a music festival or a food festival. The goal is to add a lot of value to the festival and to keep Robert Mondavi’s goals alive in terms of supporting the arts community."
The pavilion, located adjacent to the jazz festival's main tent, included elements found at the Mondavi vineyard in Napa Valley. “The set was designed to reflect the imagery and architecture at the vineyard. It’s all California redwood,” Arima Nam, an account director with Grand Central Marketing, the New York-based firm that coordinated the effort. “We carry this around in a 40-foot trailer. We build it in every market. It’s a self-contained event."
The installation, which weighs more than 32,000 pounds, was erected in front of City Hall in less than 24 hours. The ongoing strike by Toronto city workers didn’t impact the event. However, demonstrators carrying placards marched in the square throughout the weekend. Meanwhile, Blake reported the threat of strike by Liquor Control Board of Ontario workers last Tuesday sent organizers to the liquor store to stock up on Mondavi wines prior to the event. “We had to brave the masses at the L.C.B.O. and get wines for the gift bags," she said. "Vincor [the company that distributes Mondavi in Canada] did the same because they have to buy through the L.C.B.O. too."
Mark McEwan of North 44 catered Thursday's V.I.P. reception, and Robert Mondavi estate director Christopher Barefoot led education sessions throughout the weekend. Eatertainment Special Events & Catering supplied hand-washing stations at the pavilion and provided catering for some of the tasting sessions.
