For decades, golf has been the social activity of choice for many business people, especially in Japan. The greens are a place to build working relationships with business associates, colleagues, and clients, and provide an opportunity to share ideas and advice. But what if you aren’t a golfer? And what if you don’t fancy taking up the clubs or your schedule simply doesn’t allow a day at the golf course?
For TBSJ board members Matthew Heaton and Sarah Bull, and Catherine O’Connell, principal and founder at Catherine O’Connell Law, fine wines from around the world was the answer! In 2019, the three of them held the first Wine is the New Golf, an event for business associates and colleagues to enjoy delicious wines in a relaxed and convivial setting.
Why do it?
“A friend of mine owns Heavenly Vines, a wine shop in Ebisu, and imports rare wines from Canada,” says TBSJ CEO and co-founder Matthew Heaton. “We’d often have long conversations about both wines and business, and share ideas. It was during one of those conversations that I thought about how hard it is to keep in good contact with all the people we do business with, and that a wine event might be a great way to do it.
“My friend really knows his wines, and I knew many people who would enjoy learning about them as much as I did. So, the idea was quite organic, and maybe that’s one of the reasons the concept is a success,” he adds. “When people can talk in a nice environment without the pressure of a busy schedule, sometimes the best ideas are generated and the most fruitful discussions are enjoyed.”
Sarah, chief relationship officer and director of legal services, agrees that building relationships and adding value to the shared community were key drivers: “Our idea was to bring great people together, introduce valued business contacts to each other, and facilitate the deepening of business connections.”
For the trio, hosting Wine is the New Golf events has also been a labor of love.
“Matt, Sarah, and I share a passion for wine and even more of a passion for bringing people together,” says Catherine, adding that attendees not only make new connections, but also gain a greater appreciation of wine and have a memorable evening. “The events are set up around simply bringing the community together, for members to connect and broaden their thoughts. We couldn’t see anyone in the market doing this kind of event in the legal arena and so we claimed that space and made it our own.”
What does it involve?
To offer a truly special experience to their valued contacts, Matthew, Sarah, and Catherine opted for Italian restaurant ristorante della collina in Ebisu for their venue. The restaurant staff collaborated with the sommeliers at nearby Heavenly Vines to produce a seven-course menu; each course was paired with a different wine.
By choosing businesses with high-quality products and service, the hope was to offer the business community added value. Attendees could get inspiration, for example, on where to host clients for a business lunch or source corporate gifts.
In 2019, two Wine is the New Golf events were held at the popular location, in June and November. But, with the outbreak of the pandemic in 2020, it was soon clear that an alternative was needed, so the trio called on Aoyama-based wine bar apéro to host an online event. Attendees received a tasting pack delivered direct to their homes, featuring a selection of wines with accompanying breads and cheeses.
“We’re glad we could create the right atmosphere, even online,” says Sarah of the experience, adding that a bonus benefit was being able to support local businesses during this financially challenging period.
With Wine is the New Golf proving so successful, both in-person and online, Matt hopes that it can “become a permanent part of Tokyo’s business calendar.”
Wine Day
Today, Wine Day, we’re reminded of our enjoyable Wine is the New Golf events and look forward to hosting another in 2021.
And why not? Wine has long been beloved. The world’s oldest bottle of wine, which is on display at a museum in Germany, is dated 325AD. Today, wine is one of the most widely produced and consumed drinks in the world.