Building on its sponsorship of the Food & Wine Classic in Aspen, KitchenAid is partnering with Food & Wine to share culinary content from the event beyond the event itself. Scheduled for June 14-16, the Classic will feature more than 120 events, including demonstrations by Mario Batali, Jacques Pepin, Marcus Samuelsson and many others.
Chef demonstrations will take place in four KitchenAid demonstration kitchens stationed throughout the event space. In addition, KitchenAid will display its latest products in the event’s Grand Tasting Pavilion.
“For decades we’ve been proud to provide appliances and culinary demonstration stages for a ‘Who’s Who’ of participating chefs,” said Beth Robinson, senior manager of brand experience for KitchenAid. “This year, we looked for ways to share some of the great culinary inspiration and instruction from the event with those who can’t be there.”
Food & Wine and KitchenAid will produce a series of 10 video segments derived from 10 of the event’s chef demonstrations. The segments will be posted on FoodandWine.com and shared by KitchenAid via such social media channels as Facebook and YouTube.
“The Food & Wine Classic in Aspen offers such amazing insider access to chefs and this fantastic collaboration allows us to share that experience with our fans on social media,” said Food & Wine executive digital editor Rebecca Bauer.
Videos will include tips from chefs on a variety of topics, ranging from food and wine pairings to best uses for special ingredients, and will serve as guides for cooks to watch and learn from the pros. The Classic Cooking demonstrations and Chef Tips will also air on Amex TV, American Express’ new interactive television brand channel. The channel is available in more than 50 million households through Internet-connected televisions and through cable satellite services, including AT&T Uverse, Cablevision, DirecTV, Dish and Verizon Fios.
Similar to years past, attendees will also have the opportunity to bid on stand mixers signed by celebrity chefs at live Cook for the Cure auctions held during cooking demonstrations. Cook for the Cure, a partnership between KitchenAid and Susan G. Komen, has raised more than $9 million to support the fight against breast cancer, according to KitchenAid.