16 Jul 2024
Three students and a first-year Master's student have come together to create a unique wine-tasting project – an immersive experience combining culture, art, and gastronomy.
Alessia, Robin, Swarna, and Ariane all come from very different and complementary backgrounds, but they were drawn to the MSc BA Entrepreneurship program, specifically to the Ventures in Action module. This unique program gives students the opportunity to create their own company. It’s a direct confrontation with practice and learning by “doing”.
Students are supported throughout their project by coaches from various fields, who are entrepreneurs themselves. “It was the perfect opportunity to embark on a project that was close to my heart, but with added safeguards, so it was ideal for me,” says Ariane.
Eiris – an immersive concept
The Eiris team are still in their first year of the Master's program and the early stages of their entrepreneurial adventure. Their ambition is “to revolutionize traditional wine tastings by offering a whole themed cultural experience so that participants don't just focus on the drink, but on all the art around it,” explains Swarna.
“Our main aim was to give wine enthusiasts who don't know where to start the chance to take part in a ready-made experience where we take care of everything,” says Alessia.
Robin explains that the group responds to a need that was identified in their market analysis. “Winegrowers are good at producing and have an in-depth knowledge of their products, but they don't always know how to sell and market them, or just don't have the time for this crucial step”.
A successful first event
In the second semester, everything went fast, and Alessia, Robin, Swarna and Ariane got their feet wet. They organized and executed their first event in just a few weeks, and sold out! Gourmet bites to accompany the wines, a buffet, and a theatrical performance by an improv troupe hidden among the guests figured in the menu.
Feedback from participants was warm, and the winemaker had “stars in his eyes” - not only did he enjoy the experience, he also made one of his best sales during a tasting. Nothing was left to chance by the team, who were determined to do their very best, and everyone pitched in with service, decoration, dishes and even the preparation of a few portions.
What is next for Éirís ?
The Éirís team has several goals such as improving their website and refining their marketing strategy, plus organizing two new tasting experiences in October and November 2024.
