The longest champagne bar in Europe at St Pancras International is the venue chosen by Lord Sugar to launch the latest task. But he is not buying the teams bubbly; he is setting them the challenge of raising awareness of English sparkling wine, which rivals champagne in quality, but not in market dominance.
It is a real issue for the industry - can the teams devise a brand and identity for the British product to compete with cava, prosecco and champagne? Their marketing campaigns will be judged on merit by discerning wine industry experts.
Half of each team stays in London to plan the marketing campaigns, while their team-mates head to a vineyard in Surrey to get better acquainted with the product. One team opts to stop off at Tesco to get a feel for the market, but cannot find a sommelier to explain which fizz sells best and why. At the vineyard there is plenty of sparkling wine on hand to sample, but tongues get tangled when one team takes the tasting too seriously. It leaves their sober London team-mates having to do all the work.