Ever since the early 1980s, Ruth Tilgaard and her team at De Danske Vinrejser have been working to expand the Danes’ knowledge of wine. Initially aimed at the professional market, Tilgaard started out arranging tours for restaurateurs, wine importers and retailers, but, as wine retailers wanted to offer their customers the same experience they had had, she was soon encouraged to expand to the private market. “The Danish wine interest has developed incredibly, from back when we used to drink ‘the one with the bull on’, to now, when we are seen as so open-minded that we are used as a test market for many wine producers and exporters,” says Tilgaard.