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Ascot Racecourse launches Ascot Wine Club in partnership with Hallgarten Wines

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Ascot Racecourse launches Ascot Wine Club in partnership with Hallgarten Wines

Ascot Racecourse has today announced the launch of its online wine shop, the Ascot Wine Club, in partnership with the racecourse’s Official Wine Supplier, Hallgarten & Novum Wines, and Official Champagne, Moët & Chandon. Launched on 3rd June 2020, the e-commerce platform sees a selection of wines from Ascot Racecourse’s wine list sold to its database of racegoers in time to celebrate Royal Ascot.


Held behind closed doors for the first time in the event’s 250-year history, Ascot Wine Club will help to bring the Royal Ascot experience into people’s homes. 10% of all wine sales through the online shop will be donated to Ascot Racecourse Supports Charitable Fund, supporting efforts in the local community and beyond.


Available to racegoers at home, there will be the option of three cases of wine, each named after former Gold Cup Champions – The Yeats Case, The Sagaro Case and The Fame and Glory Case – featuring wines from across Hallgarten Wines’ award-winning portfolio and Moët & Chandon’s flagship cuvées. Customers will also be able to create their own mixed cases with wines at a special Ascot Wine Club price.

Juliet Slot, Chief Commercial Officer at Ascot Racecourse, said:

 “Working with our wine supplier Hallgarten & Novum and our Official Champagne Moët & Chandon, we’re pleased to launch The Ascot Wine Club to bring a taste of Royal Ascot directly to your door. As we plan for Royal Ascot 2020 behind closed doors, we wanted to offer a delivery service of some of our best-loved Royal Ascot wines while supporting the Ascot Racecourse Supports Charitable Fund. Combined with expert pairing advice, we hope The Ascot Wine Club will help bring the Royal Ascot experience to life, wherever you are watching the action from in this unprecedented year.”


Hallgarten Managing Director, Andrew Bewes comments:

“Ascot Racecourse is one of our most valued and prestigious partners and we are delighted to be able to help facilitate this exciting new project for them. Royal Ascot is one of the most high-profile events in the sporting calendar and the Ascot Wine Club is the perfect way to help bring racegoers the Royal Ascot experience at home.


“Our team, which has created an online platform from scratch for the Club, has been extremely motivated by the challenge of how best we can support our trade partners during these tough times, and we are delighted at the prospect of raising substantial funds for the Ascot Racecourse Supports Charitable Fund, which supports efforts in the NHS, local community and beyond.”


Earlier this year, Ascot Racecourse announced that its contract with Hallgarten & Novum Wines was extended for a further two years, lengthening its relationship until 2023. The deal will see Hallgarten continue as the sole still wine supplier for all racedays, as well as Official Wine Supplier at Royal Ascot.


Hallgarten National Account Manager, Howard Corrigan, commented:

“The Ascot Wine Club is a project we have been working on with the Ascot team for a number of months now, so when it was announced Royal Ascot was to be held behind closed doors we saw it as the perfect opportunity to accelerate our plans and launch the club. Royal Ascot is renowned for its fashion, high-end cuisine and premium drinks, so I am delighted we are able to still be part of the five-day event and help bring Royal Ascot at Home to life.”


Customers of Ascot Wine Club can join in the conversation on social media during Royal Ascot at Home using #AscotWineClub and #RoyalAscot.