This story originally appeared in The Hamilton Spectator. Thanks to i4C for the event photos.
When kale needed an image makeover, industry reps hired a trendy New York PR firm to make the leafy green the new black.
When Chardonnay needed a brand overhaul, the wine gods tapped six Niagara winemakers with deep rolodexes to work some magic.
Seven years later, the wine once plagued by the ABC movement — anything but chardonnay — is cool thanks to them. So cool that vintners from around the world, oenophiles and the curious will gather this weekend in Niagara to raise a glass or several to this once-maligned grape at the International Cool Climate Chardonnay Celebration (i4C for short).
It’s the sixth and biggest edition of this annual event, running Friday through Sunday (July 22 to 24). The lineup runneth over with vineyard tours, tutorials about what makes Chardonnay great (hint: growing in cool climes like Niagara helps), and white linen feasts featuring the best of wine country cuisine and 159 vintages from 61 winemakers around the world.