Four Major Wine Events Unite in Mainz
In April 2026, Mainz becomes a meeting point for wine professionals as four major wine events unite under the banner of WineMainz, offering a three-day overview of Germany’s top-quality wines.
Welcome to a different kind of agency.
Winelab Agency is an independent Danish PR, marketing and design agency specialised in wine. We combine decades of industry expertise with hands-on experience in communications, design and branding, backed by one of the strongest networks in the wine world.
Branding and marketing wine
For years, wine has been communicated and promoted in the same ways, leaving little room for innovation and new ways of thinking. While the rest of the world has transformed, the way we think, speak, and act around wine has not. We’re here to change that. We think the wine producers of the world deserve a different kind of agency.
Large-scale wine events
Winelab Agency is experienced in event planning and production in Denmark and abroad. The bi-annual Winemarket in Aarhus is Winelab’s own, independent wine fair with changing themes as well as up to 1100 participants and 20 wine importers and hot spots from a wine region or country.
We bring wine education to life – engaging, interactive, and fun!
Winelab Academy delivers dynamic masterclasses for journalists, wine professionals, waiters, sommeliers, hospitality students, and passionate wine enthusiasts. Led by Mads Jordansen—a seasoned wine educator with over 20 years of experience, from trade, extensive travels, studies, and teaching at sommelier schools—our approach is sharp, engaging, and bilingual in English and Danish.
Wine education needs innovation. It is not just about conveying knowledge but about engaging, challenging, and activating participants. We transform learning into an interactive experience that inspires, motivates, and ensures lasting knowledge retention through dialogue, tastings, and hands-on learning.
News
Australian Masterclass & Free-Pour Tasting 2026 (Denmark, Aarhus)
The Australian Masterclass & Free-Pour Tasting will take place on Monday, 16 March 2026 at Restaurant SyvNi13. The day includes two masterclasses with 30 participants each, as well as an ongoing free-pour tasting with approximately 65 guests in total. A light lunch will be served between the two masterclasses.
Invitation: Masterclass with Niels Verburg – Luddite Wines (South Africa).
Join us for an exclusive masterclass with Niels Verburg of Luddite Wines, exploring South African winemaking and tasting some of the estate’s most sought-after bottles.
Our Clients and the Meaningful Connections We've Cultivated.
Washington State Wine Commission, Oregon Wine Board, Wine Australia, New Zealand Winegrowers, Wines of Germany, VDP. Die Prädikatsweingüter, Austrian Wine, Die Österreichischen Traditionsweingüter, Alto Adige/Südtirol, Mornington Peninsula, Wines of Portugal, Wines of Nova Scotia, Bordeaux, Lebanon Wines, Coravin, Ehrenberg Sørensen, Arla Unika, Rowdy Hops, Coop, Salling Group, Vestfrost, College360, Techcollege, Kold College, Dansk Sommelier Uddannelse, Copenhagen Hospitality College, White Guide, 360°Eat Guide, Aarhus Symphony Orchestra
Explore Our Success Stories: Cases We're Proud to Share
Case Story: Creating a French Wine and Classical Music Experience Together With Aarhus Symphony Orchestra
Winelab Academy partnered with Aarhus Symphony Orchestra to help rethink their audience experience by combining French wine and classical music. Together, we developed a unique cross-disciplinary concept that refreshed their event offerings.
Case story: US Northwest Wine Salon (Oregon and Washington State)
In the beautiful setting of Gammel Strand in Copenhagen, Winelab Agency facilitated a Northwest Wine Salon featuring 20 wineries from Washington State and Oregon. This intimate event introduced 60 sommeliers, on-trade professionals, importers, and media representatives to the depth, diversity, and distinctive qualities of Pacific Northwest wines.
Case Story: Northwest Wine Coalition Certification Course in Denmark
We at Winelab Agency are proud to have hosted the first Northwest Wine Coalition Foundation Level 1 Certification Course in Europe, providing a structured introduction to the wines of Washington State and Oregon.
Case Story: NW Wine Hotspot at Winemarket Aarhus 2024
A curated hotspot at Winemarket Aarhus showcasing wines from Oregon and Washington State — served by top sommeliers to over 1,000 curious guests.
Case story: German Wine Seminars for Hospitality Students
Across five cities in Denmark, Winelab Agency organized a national seminar series on behalf of Wines of Germany, targeting hospitality and sommelier students with a hands-on introduction to German wine. The initiative aimed to strengthen future sales and visibility by engaging directly with the next generation of on-trade professionals.
Case story: Matchmaking
Winelab Agency organized a series of matchmaking events for Wines of Germany, connecting German wine producers with potential Danish importers.