Image above: Mummy Wine Club owner Victoria Daskal with her runner up award from Decanter Retailer
Mummy Wine Club, based in Chiswick, has been shortlisted in the Decanter Retailer Awards 2021 and awarded runner up for the Judges’ Choice award.
Victoria Daskal set up her wine club initially as lunchtime wine tasting sessions for mothers with babies under the age of one when she herself was on maternity leave with her second child. The business was growing nicely; as the babies grew into toddlers they got left behind with the husbands as Victoria organised evening sessions that mothers could enjoy in peace, learning about different grapes and wine regions and pairings with different foods.
She had begun to branch out into wine dinners with chefs and partnerships with wineries and regional bodies when it all came to a shuddering halt because of Covid. The Mummy Wine Club regrouped; Victoria took the business online, launching a subscription service and monthly virtual wine tastings and widening her customer base in the process. The judges at the Decanter Retailer awards were impressed:
‘A brilliant concept– totally different, small-scale but with high-quality wines, enthusing people about wine with personality and style.’
Image above: Mummy Wine Club gathering
Victoria knows the wine business inside and out. She was Managing Editor of The World of Fine Wine magazine before setting up the Mummy Wine Club and still writes for them.
“Between writing, judging and studying to become a Master of Wine I probably taste some 1,500 wines a year” she told The Chiswick Calendar.
She chooses four wines a month for her subscribers which are delicious and come with a particular theme. Subscribers to Mummy Wine Club receive tasting notes with the wines and full information on the producers, wine regions, grape varieties, winemaking, and food pairing ideas with recipe links. They also receive an invitation to a monthly virtual wine chat to learn more about each month’s theme and hear directly from one of the wine producers from that month’s box.
Victoria’s online shop includes organic and sustainable wines and the odd treat from her travels to vineyards ranging from the produce of single-vineyard family estates in Rioja, qvevri wines from Kakheti, aged icons from Bekaa Valley, and unique gems from Switzerland.
Image above: Grape harvest, Mummy Wine Club wine selection
Covid-19 “positive” impact on wine retailing
Judged across three stages by Decanter’s expert judging panel, led by Chairman Peter Richards MW, entries were examined based on what Decanter readers think is most important to them when purchasing wines: Quality, Value, Range, Service, Innovation and Performance.
Chairman Peter Richards MW said:
“In the nine years I’ve been chairing these awards, I’ve never seen such a dynamic, exciting, heart-warming set of entries. Covid-19 has changed wine retailing forever – in many ways for the better. It’s hastened change, opened the market up to positive disruption, and led to a boom in sales and innovation”.
Find out more about the Mummy Wine Club on Victoria’s website.
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