The objective of this activity is to educate the trade, the Key Opinion Leaders (KOL) and consumers, regarding the main attributes of our industry, aspects of regionality, new developments and styles to be able to build a positioning and image of premium wines within of the indicated segments. It contemplates the following sub activities: 1. Seminar and tasting in London for sommeliers & KOL on new developments and innovations. 2. Seminar in Manchester and Edinburgh for the trade - Chile 2.0. This activity includes a kind of panel where relevant leaders of the trade and of Chile are invited and where the new developments of the sector are discussed. 3. Realization of 20 tastings to consumers throughout the country that make them different ambassadors of Chilean wine. This 2017, an educational seminar was held followed by a tasting with great success, which were supported by well-known characters of the market industry within the panel exhibitor (MW Jancis Robinson, MW Emma Dawson - wine buyer of Marks & Spencer, Valentin Radosav -Sommelier boss at Gymkhana and winner of the Wine Bar War in 2016). The success of the activity will be measured according to the number of attendees in the different sub-activities. It is expected to have +50 attendees per masterclass and 30-40 attendees per event to consumer.