A new phenomenon is starting to draw global attention: raves featuring electronic music where wine takes center stage.
Known as "wine raves," these events are unexpectedly capturing the interest of Generation Z, as reported by Vinetur.
This trend is gaining momentum in cities like London, New York, Berlin, and beyond, offering a fresh way to enjoy and discover wine.
The Innovation of New Theory
Leading this trend is New Theory, an initiative by brothers Charlie and Thom Bradley. They have developed low-intervention wines from South Africa, available in places like Selfridges. However, what stands out most is not just the quality of their wines but how they are promoting them. Instead of traditional wine tastings with rows of glasses, spittoons, and cheese boards in a formal setting, they have introduced the concept of "wine raves." These events are held in studios or warehouses in Hackney, where wine is served to the beats of local electronic music artists. The first event took place last year, costing £26, including a glass of wine, food, and music. The Times described it as one of the summer's most coveted events, and New Theory plans to repeat it this year.
Expanding the Trend
New Theory is not the only organizer of these raves. This weekend, Joshua Bratt of Carousel in Fitzrovia and Jake Norman from the Italian restaurant Trullo will host the tenth edition of their own wine rave under the pop-up concept Close Ties. Alongside Diarmuid Goodwin of Sager+Wilde, they will take over the wine bar at Carousel, offering a selection of appetizers and wines while DJs play uninterrupted music.
Wine Raves Across the Globe
The trend of wine raves is not limited to London. In New York, "wine jockeys" are redefining the typical wine party, attracting nightclub goers who usually opt for ready-to-drink beverages or just water. One example is Bêvèrãgęš, an initiative aiming to showcase the potential of wine to clubbers tired of beers and sweet cocktails.
In Europe, Berlin is also embracing wine raves. Known for its clubs like Berghain, the city has producers naming their Rieslings after famous clubs. Although the pandemic temporarily slowed this trend, it has resurged with vigor. As early as 2018, DJ Magazine reported on Machine du Vin, a festival combining music, food, and wine over three days in the medieval L'Abbaye-Chateau de Camon. In Australia, Wine Machine offers an event that starts as a relaxed daytime gathering and transforms into a nighttime dance party, blending the country's excellent wine regions with local musicians.
Attracting Generation Z
This innovative approach is drawing Generation Z into the wine world, offering a fun and modern experience that challenges traditional conventions. Wine raves are not only changing how wine is consumed but also who consumes it, introducing a new generation to the exciting world of wine.
In conclusion, the rise of wine raves represents a significant shift in the cultural landscape of wine consumption. By merging the vibrant energy of electronic music with the sophistication of wine, these events are redefining social drinking experiences and expanding the reach of wine culture to younger, more diverse audiences.