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News - 20.10.15

PHIL CROZIER Latin American tour

Phil Crozier, born and raised in England - a country that for centuries has made wine a huge global business - is becoming a Gaucho, the English chain of Grills and a sales phenomenon for Argentine wines.

In its 15 restaurants scattered across the UK, and three international ones located in Dubai, Hong Kong and Buenos Aires, Crozier, wine director of the group, has sold over 700,000 bottles thanks to a successful program of sales and customer service. Through its innovative wine list and staff training it has been able to sell an average of half a bottle per person to more than 1.5 million guests who visit their restaurants every year.

To learn how he does it, Wines of Argentina invited Crozier to participate in a unique tour of Colombia, Brazil and Peru, in late October. His appearance in Bogota is scheduled for the 27th, at the Cosmos Hotel. Then, on 29th, he’ll participate in "Semana Mesa San Pablo", organised by the influential magazine Prazeres da Mesa, and finally end his tour in Lima, capital of a new global cuisine, with his seminar held in the Hotel Belmont Miraflores Park Hotel.

About 600 Colombian, Brazilian and Peruvian wine professionals will share their experiences and knowledge, and taste some of the wines selected by Crozier for the British market. 

Every week, at Gaucho, 31,000 local and international diners consume seven tons of Argentine beef and 58,000 bottles of Malbec and other varieties. With annual sales of $60 million, the chain sells ten times more than the most successful Grill in Buenos Aires.

As an expert, Crozier is a member of the tasting panel of the magazine Decanter, and author of the new chapter on Argentina from the Wine & Spirit Education Trust, one of the principal training schemes worldwide.