Jacob’s Creek is making use of Farringdon restaurant Dans Le Noir to hold wine tastings in the dark.

The restaurant, in which diners eat their meal in complete darkness, will host a series of tastings of the Australian brand from 1 April, for three months. Diners at the restaurant will be given a choice of a red or white flight, each consisting of three wines. Tasters will first rank the wines before entering the darkened room, where they will rank them again.

The series of tastings forms part of a wider marketing campaign for the brand, which will address various perceptions of taste.

News item from Imbibe.com, 26-03-2010