The Drinks Business is reporting that wine raves are becoming a popular way to introduce Generation Z to wine. Instead of traditional wine tastings, these events combine wine with rave-style parties in locations like Hackney studios or warehouses.
Initiatives like New Theory and Close Ties host these events, featuring local DJs and offering an immersive experience. The trend has spread to cities like New York and Berlin, with similar events aiming to attract younger audiences who might otherwise prefer beer or cocktails.
