Wine events turn to raves and unconventional pairings to attract younger drinkers

Wine businesses are testing event formats that put music, casual food and a less formal atmosphere alongside wine. Decanter describes Crystal Palace Wine Club in London, which has drawn a young crowd to pairing events featuring items such as chicken nuggets with Slovenian orange wine. The club’s owner presents the approach as a way to make wine-bar experiences feel less intimidating.

In New York, Brooklyn party Bèavèɾãgęš combines natural wine with dance music and, according to Decanter, regularly attracts more than 1,000 people. London’s Close Ties began as a gathering for hospitality workers and has grown into a public event. Its organizers focus on food, DJs and wines from lesser-known regions, including Central and Eastern Europe.

The trend also extends to larger events and established wine businesses. Electronic Wine in Koblenz, Germany, draws about 14,000 attendees, most under 40, while Spain’s MUWI La Rioja Music Fest combines live music with tastings and winery visits. UK retailer The Wine Society has been testing themed evenings, DJs and self-pour discovery stations as alternatives to traditional tasting setups.

The article’s examples suggest there is no single format for engaging younger drinkers. Canadian sommelier and influencer Cokie Ponikvar, whose Instagram account has about 500,000 followers, told Decanter that young people value serious wine experiences and accessible explanations. She also described instances of inhospitable treatment at an unnamed winery and restaurant. The piece cautions that event concepts can feel patronizing if they rely on gimmicks.