Hand of a wine professional holding out a glass which is being poured full of wine
Hand of a wine professional holding out a glass which is being poured full of wine

Building Brands and Creating Networks in the Wine Industry

We create wine events that get your region or brand known and remembered


Faye Cardwell Wine Events is a PR and Events agency specialised in the wine industry located in Munich, Germany.

With 20 years’ experience of organising events for wine regions and consortiums, our mission is to create a bridge between wine producers and the German wine market to deepen understanding of the nuances and uniqueness of your region through story-telling and crafted experiences.

Since 2011 we have worked with many of Italy's most well-known groups and regional consortiums building exposure, brand awareness and most importantly, commercial relationships.

For us, wine is all about the place and the people who make it. We help you communicate a story which will be remembered, craft a vision of your area and create events and incoming programmes which will reach the people who need to and which will reflect the uniqueness of your region.

Our strength lies in creating concepts and strategy to create events that make a difference. If you have an EU-funded project we will work with you to ensure that those funds will have an impact on your market through meaningful actions and events.

Our Vision of Wine

Clients include..

Our Services

Masterclasses, walk-around tastings, B2B meetings, we organise your event programme to ensure it appeals to the wine professionals you want to meet most.

We offer “key-in-hand” events for consortiums and regions. With 20 years' experience, we understand the processes and dynamics that need to be taken into consideration. We select venues and formats that reflect your brand values and positioning.

Wine Tastings for Professionals
Table with 4 glasses of rosé spread out in a semi-circle on a white tasting mat
Table with 4 glasses of rosé spread out in a semi-circle on a white tasting mat
Group of buyers sitting at a table with glasses of wine in front of them
Group of buyers sitting at a table with glasses of wine in front of them
Online events

During Covid we were the first to launch online wine dinners for wine lovers with leading producers. We applied our expertise and know-how to organise webinars and B2B sessions for producers to keep in contact with wine professionals through the pandemic.

We continue to use this format for educational events, as well as private corporate wine tastings

Buyer recruitment

There is no better way to understand the link between a region and its wine than by seeing it in person. We work with regions and consortiums to design a programme and recruit participants for your tour who have a proven interest in your region.

We also pay attention to mix profiles and interests so that we create synergies between participants and create a harmonious ambiance. We co-create pre-trip materials, accompany the group during the trip and carry out a follow-up to assess the tangible results of the trip.

Our strength lies in defining the effective and efficient way of reaching your goals. We love to work on ad-hoc projects to define a clear timeline, goals, objective and content. We can support you in the creation of marketing and promotional materials and the implementation of your projects to ensure success.

Over the years I have been involved in special projects including the Wine Business Innovation Summit (Co-founder), Born Digital Wine Awards (as event coordinator), and the first edition of the Chianti Classico Ambassador Competition in Germany (as coordinator).

Special Projects
Consumer Events

Wine is about the people who make it and the people who drink it and there's a certain magic when the two come together.

Thanks to our two facebook communities and mailing list of international winelovers in Munich, we also organise consumer events and attract an audience of consumers who have a real interest in and knowledge of wine.

Wine Tastings & Events we organised in Munich

  • Slow Wine World Tour München 2019, 2020, 2021, 2022, 2023, 2024

  • Ti Amo Vernaccia di San Gimignano München, 2024

  • Barbera d'Asti und die Weine aus Monferrato 2023

  • EEQF : Consorzio dell'Asti Pop-up Bar & Events

  • Chianti Classico Verkostung 2019, 2022

  • Chianti Classico Connection Collection 2021

  • Chianti Classico Ambassador Competition Germany,

  • Lambrusco Reloaded 2018, 2019

  • Vini di Romagna 2017, 2018, 2019

    and many more...

Testimonial, Consorzio Colli Euganei

"We worked with Faye to recruit buyers and press for two incomings, one from the US and one from Germany. She was very attentive at choosing guests that aligned with our wineries and created a well-thought out programme that fitted everyone’s needs. The projects lead to sales for wineries, the start of new incoming trips for wine-lovers and a feature in a well-known magazine. She was always precise and met us and the wineries with a smile - even during stressful moments."

Other Projects : Recruitment of Buyers

Some of the ways you can work with me

For Consortiums and groups of producers
  • Pick my brain session : a 1hr session where we discuss your business and strategies you may use to grow your sales.

  • Communication Audit : do you feel like you're not gaining as much interest as you should in your business and products? I offer a 1hr session where we analyse your story and how you communicate, identifying any "lost in translation" areas, brainstorming content and how you can implement this strategy across all channels.

  • Wine-makers dinners : for wineries already distributed in Germany and who are looking to grow their exposure, we organise dinners with press, trade and consumers to give you insights and expand your commercial connections.

  • Editing and Translation : I offer translations of technical sheets, website copy and promotional materials from Italian or French to English.

    Book a 30min call where we get to know each other and see if I'd be a good fit for helping you with your business.

  • Conceptualisation and Organisation of Wine Events : Masterclasses, Seminars, Workshops, walk-around tastings, pop-up wine shops and any other format you have in mind.

  • Exclusive tastings and dinners for select press and trade

  • Promotion of trade events to our large specialised trade database

  • Creation of incoming programmes and selection of participants

  • Consultation on creation of EU-funded projects to determine relevant KPIs and methods of implementation

  • Editing and creation of promotional materials to reflect your story including drafting press releases and social media materials

  • Specialised Editing & Translation of promotional materials into English from Italian or French.

Shall we talk? Book a free 30-min consult call to discuss your project.

For Wineries

Let's talk about you

Leave me a message and I'll get back to you.

Woman with dark hair standing by a door
Woman with dark hair standing by a door

My blog about communication and marketing for the wine industry