"Breaking down barriers around the world of wine": Wine Raves that appeal to Generation Z

The idea of raves confined to abandoned warehouses and parking lots on the outskirts of cities is changing, as a group of Londoners has reinvented a format for those who can no longer keep up with hardcore music or simply don’t want to. This phenomenon, known as "wine rave," far from illegal raves, is emerging in major cities in Europe and around the world, transforming wine into a younger product, away from the traditional elitist and demanding perception. Among the pioneers of this emerging scene is the London-based company New Theory, founded by brothers Charlie and Thom Bradley. At these events, amphetamines, glow sticks, and crumpled bottles on the ground are out of fashion: only natural wines, loud music, and food.

The Bradley Brothers’ idea

A venue in the lively Hackney district of London, where DJ performances, lights, and a crowd ready to dance resonate. This is the context of New Theory's wine raves, a radical alternative to traditional wine tastings with rows of glasses, spit buckets, breadsticks, and cheese boards. The Bradley brothers' mission is clear: to break down the barriers around the world of wine, making it more accessible and less elitist. On their website, Charlie and Thom describe themselves as "two brothers on a mission: to break down the barriers around the world of wine." Their strategy to achieve this goal is indeed innovative. Besides organizing events, the company produces low-intervention South African wines, meant to be enjoyed both on the "sticky floors of dance floors" and on "candle-lit tables." The first New Theory wine rave was held last year, costing £26, which included a glass of wine, food, and of course, music. The event was such a success that the British newspaper The Times called it one of the must-attend events of the summer. Given the positive feedback, it's no surprise that the Bradleys decided to host it again this year.

Wine Raves across Europe

What happens in London often finds resonance overseas, and the phenomenon of wine raves is no exception. In New York, the so-called "wine jockeys" are shaking up the scene, introducing wine to nightclub-goers who would typically choose beer or cocktails. No rave scene would be complete without Berlin, and the German capital has enthusiastically embraced the wine rave trend. Known for its legendary club scene, Berlin now hosts raves that attract both wine lovers and electronic music fans. One producer even named their Riesling "Berghain" after the famous Berlin club. Australia is also embracing this trend with "Wine Machine," a festival that transitions from a relaxed daytime gathering to a nighttime party. This event aims to showcase and promote Australia’s main wine regions through performances by local musicians.

And in Italy?

The growing popularity of wine raves offers an interesting perspective for Italy, which traditionally has a deeply rooted wine culture often associated with prestige and sophistication. However, to bring Generation Z closer to wine, it might be useful to consider approaches like those devised by the two London brothers, making it accessible and fun. Whether in a warehouse in London, a club in New York, or a vineyard in Australia, these events are transforming wine into a fun and accessible product. As the phenomenon continues to grow, it represents an opportunity that wine producers worldwide, including in Italy, should consider.