A full-day European wine experience called Move the Passion is coming to New York City on June 8, 2026, giving hospitality professionals and consumers alike an opportunity to engage with European wine culture through education, tasting, and fine-dining hospitality across three Manhattan venues.
Organized by Charming Taste of Europe, the event packs masterclasses, walk-around tastings, immersive consumer experiences, and a Gala Dinner into a single day. For beverage directors and sommeliers seeking to deepen supplier relationships and expand their European portfolio knowledge, the format is designed to deliver both depth and breadth in a compressed timeframe — a model gaining traction in beverage industry trade events.
The multi-location structure is notable for the hospitality trade. Rather than a single convention-hall format, Move the Passion spreads programming across distinctive venues, mirroring the kind of experiential, place-driven approach that operators are increasingly adopting on their own floors to create memorable guest moments. It reflects a broader shift in how wine regions and importers are choosing to market European appellations to the U.S. on-premise channel.
For restaurant and hotel beverage programs looking to elevate their European wine offerings, events like this serve as a concentrated sourcing and education opportunity. The masterclass component in particular aligns with growing operator demand for staff education that goes beyond standard portfolio tastings — a trend well documented in restaurant beverage program coverage.
Charming Taste of Europe has not released a full venue list or ticketing details in this announcement, but the event is positioned as a premium experience targeting both trade and consumer audiences. Food & Beverage Magazine has covered the rise of European wine promotion initiatives in the U.S. market as import brands compete for on-premise placement in a crowded beverage landscape. More details on Move the Passion are available at movethepassion.com.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
