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About Daygustation

MattDaygustation (stolen from the French ‘to taste’) is owned by Matt Day who has over a decade of experience working in nearly every area of the wine trade including apprentice winemaker, wine writer (he was UK Young Wine Writer of the Year 2002), wine buyer and sommelier for a Michelin starred restaurant group and wine educator. Matt draws on his wide experience and love of good food to organise gourmet group holidays, wine and cookery courses, inspirational wine events and dinners that are informative, yet extremely fun and engaging.

This is Matt’s story:

Following a period working as an apprentice winemaker in the Rheingau, Germany I cut my tasting teeth working alongside Oz Clarke on one of the first wine websites. This gave me the opportunity to taste all of the world’s most famous and expensive wines for free alongside one of the world’s best tasters. It was here that I started writing and in 2002 I was named Circle of Wine Writers Young Wine Writer of the Year and in 2005 I was a presenter on the Sky One show Taste – 15 minutes of fame done.However I soon realised that there are far too many wine writers in the world who despite the excesses of the lifestyle don’t die off quick enough. Indeed most go on getting better – like fine wine as experience is everything in this game. I got a ‘proper job’ working as a wine buyer for a Michelin starred restaurant group with outlets in London and New York with some of the longest wine lists in the world. I am a passionate teacher and have worked as a wine educator since 2004 running courses and events and have recently set up a wine and cookery school in Tuscany. I now divide my time between food/drink PR, writing, education and drinking! I love good food and real wine and it is my raison d’être to try and communicate these passions in a way that is fun, engaging and inclusive.

Contact details: matt[at]daygustation[dot]co[dot]uk 0044 (0) 7875 482 404

For full details here is my CV:


•    2005-2006 Institute of Masters of Wine (1st year student)
•    2000-2002 WSET Diploma
•    1994-1998 QMW College (University of London) BA Hons French/German

Employment History

Havas PR – Cheese Sommelier (2013-Current)

I am currently employed on a project basis by Havas PR who look after Castello Cheeses. I am working as a ‘Cheese Sommelier’ at all the UK’s major food shows including BBC Good Food Summer, Ideal Home, Yorkshire Show and BBC Good Food Winter presenting cheeses and wine master classes in the live theatres to large audiences. I have also developed a series of perfect matches that are going to be available through The Sunday Times Wine Club and have written the copy for all the promotional materials.

good relations PR – Food and Drink Consultant (project 2012-2013)

I was recently employed by good relations to organise and operate a pop-up restaurant for their Remember a Charity in Your Will client. Cafe de Mort opened for 2 nights in February 2013 serving a menu of potentially lethal dishes including the Japanese puffer fish fugu. I devised the menus, sourced the rare ingredients and organised the staffing of the kitchen and front of house. As ‘curator’ of the event I was also interviewed extensively with appearances on BBC London and BBC Wales.

The View PR – Drinks Consultant – G.H. Mumm/Perrier Jouët (2010 –Current)
In January 2010, working with the View, we pitched for and won the G.H. Mumm and Perrier Jouët Champagne accounts. We are now responsible for running the annual program of activities for trade press, developing on-trade initiatives to drive sales and running the press office. Coming up with new angles to interest the specialist press demands high levels of creativity. In 2010 we launched the Champagne Assembly, a trade event which brings together the disparate strands that make up Champagne: wine, gastronomy, lifestyle and luxury.  I developed the concept and was responsible for all the creative ideas (lectures, workshops, tastings), organisation and running the event on the day. The event recently won the ‘Best Event’ category at the CIPR Pride Awards 2011 and has been put forward for Pernod Ricard global best practice.

London Wine Academy – Tutor (2004-Current)
The LWA is one of the UK’s most successful consumer wine schools. I have been employed since 2004 as one of their main tutors teaching wine courses and running corporate events. Through my weekly sessions with non-specialists I have developed a speaking/teaching style that is expert, yet fun and engaging.

Biss Lancaster PR – Drinks Consultant – Johnnie Walker (2010)
One-off project to write and provide creative direction for the ongoing Johnnie Walker Blue Label campaign.

Graham Hines PR – Drinks Consultant – Sherry Institute of Spain (2009)
Responsible for delivering on-trade educational lectures around the UK.

Wildcard PR – Drinks Consultant (2008)
Responsible for coming up with new, creative ideas for existing drinks accounts (Laurent-Perrier, Brown Brothers, Ketel One) and adding weight and specialist knowledge on new business pitches and proposals.

Jackie Cooper PR – Drinks Consultant – Sherry Institute of Spain (2008)
Responsible for all drinks press and on-trade activity/outreach and for implementing the ‘Perfect Serve’ on-trade educational program. I was also involved in running and speaking at consumer events and tastings.

Peretti Communications – Senior Consultant (August 2006 – January 2008)
As a Senior Consultant I led the team on one of the company’s largest accounts, The Champagne Information Bureau, which is the generic bureau for the Champagne industry in the UK. Activities included press office, press visits, trade and consumer tastings and managing the educational program.  It was my job to organise the Annual Champagne Tasting at Banqueting House, which is the largest of its kind in the world with 80 brands showing over 200 wines to 600 guests. Other drinks accounts I worked on were Riedel Glassware, Rémy Martin, Louis XIII and Potocki Wódka. I also worked on various non-drink accounts including Branding Greenland, Barry Callebaut Chocolate, Dorchester Collection and Park Plaza Hotels Europe which allowed me to forge new contacts in the luxury, lifestyle and travel press. Peretti Communications gave me an invaluable introduction into the world of PR where I was involved in all stages of the campaign process, from pitching for new business, to writing PR proposals and press releases through to selling-in and delivering on major events and press trips.

Trader Monthly/Dealmaker –UK Editor (2008 – 2009)
I was the editor for both of these luxury titles distributed to the top 50,000 traders and investment bankers in the City of London. Responsible for all lifestyle copy I wrote features across a wide range of subjects including wine, gastronomy, travel, fitness and luxury goods. Unfortunately the recession killed both titles.

London Wine Academy – Tutor (2004-Current)
The LWA is one of the UK’s most successful consumer wine schools. I have been employed since 2004 as one of their main tutors teaching wine courses and running corporate events. Through my weekly sessions with non-specialists I have developed a speaking/teaching style that is expert, yet fun and engaging.

Marc Fine Wines – Assistant Buyer/Stock Controller ( 2002 – 2006)
During my time at Marc Fine Wine, my role evolved from wine consultant responsible for controlling a fine wine stock of £15m to that of Assistant Buyer supplying a private members club (Morton’s), two Michelin-star restaurants in London (The Greenhouse, Umu) and two fine dining restaurants in New York (Gaia, A Voce). This position involved developing and managing two of the world’s largest wine lists with over 2,000 bins in each establishment. I was involved from the outset in the concept and maintenance of a bespoke wine database and stock control system. This Maginus system was the platform that allowed the company to develop into wine merchant proper supplying private and on-trade customers around the UK. During this transition I was involved in sourcing and shipping unsigned producers from around the world. My time with the MARC Group gave me a strong insight into the mechanics of the infrastructure of a Michelin-starred restaurant group.

International Wine Challenge – Wine Consultant (2001 –  2002)
•    IWC Tasting Co-ordinator running the tasting floor of the world’s largest wine competition and processing tasting results and writing tasting notes (New York Times) – Wine Tastings Coordinator (2000 – 2001)
•    writing and editing wine reviews and articles
•    developing a programme for a monthly series of themed tastings
•    forging links with UK agents, wineries and trade bodies and maintaining these contacts
•    planning content for each tasting and sourcing the wines (winery direct or from UK agents)
•    set-up and smooth running of monthly blind tastings
•    tasting, evaluating and reviewing wines as a judge
•    coordination of tasting team comprising Oz Clarke and Websters’ wine consultants

Weingut Georg Breuer (Rheingau, Germany) – Apprentice Winemaker (1999 – 2000)
•    viticultural and vinification work in the estate vineyards
•    cellar management and wine analysis
•    multilingual winery tours and tastings

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