A new approach to getting Generation Z into wine is taking shape across London, Europe and other global cities: the wine rave. One of the leading proponents of the burgeoning scene is New Theory, which was set up by Charlie and Thom Bradley. They’ve created low-intervention wines from South Africa that are distributed in retailers such as Selfridges. But this is only part of the story. The most interesting element is the creation of their ‘wine raves’ to promote the bottles. Rather than a traditional wine tasting with rows of glassware, spittoons, cheese boards and a stale, uninviting conference room or a upmarket natural wine bar in an expensive part of London, they decided to do a ‘wine rave’. This is exactly as you would imagine it to be. A Hackney studio or warehouse with pumping beats from local artists served alongside their wines. Golden ticket The first event took place last year, and was priced at a modest £26 for a glass of one of their wines, food, and of course tunes. It was dubbed by The Times as one of the “golden tickets’ for the summer, and the producer is set to return to the event this year. But this isn’t the only rave in town – far from it. In fact, this coming bank holiday weekend Joshua Bratt of Fitzrovia’s Carousel and Jake Norman from Italian restaurant Trullo are hosting the tenth version of their own ‘wine rave’, delivered through pop-up concept Close Ties. Alongside Diarmuid Goodwin from Sager+Wilde,
This Article was originally published on The Drink Business - Wine
