Wine, Fries & Pop-Up Parties!
Young winemakers, bold restaurateurs, and innovative concepts are bringing fresh energy to an age-old tradition. It’s no longer just about classic wine experiences or formal tastings, but about new, immersive ways to enjoy wine – designed for a curious, modern audience. Urban vineyards, unconventional wine bars, pop-up events, and creative street food pairings show how wine can be experienced beyond clichés – no matter how old the wine (or the drinker) is.
Urban Wineries: Winemaking in the City
Wine is no longer just a countryside thing. More and more cities are discovering winemaking for themselves. One example is the winery of the german city Stuttgart, which cultivates 16 hectares of vines within city limits and produces highly acclaimed wines. Similarly, the winery of Frankfurt crafts high-quality wines in an urban setting. These projects prove that big cities can also shine with terroir and tradition – and inspire locals of all ages to discover wine.
Cities like Tokyo, Milan, and New York are exploring rooftop vineyards and vertical planting to creatively use limited space. In Brooklyn, the Brooklyn Winery is a unique space that blends winemaking, tasting room, and event venue all in one. Grapes are sourced from U.S. wine regions and vinified right there in the city.
While traditional wineries often span large estates, urban winemaking projects – though smaller in scale – show that producing wine in the city is not only feasible, but also culturally and economically compelling. The numbers and success stories vary, but together they indicate a growing trend toward innovative urban wine concepts.
Wine Bars Reinvented: Keep It Easy
Classic wine taverns have new competition: a new wave of wine bars is redefining how we drink. These venues are lively, experience-driven, and often blend tradition with a fresh, modern twist. Alongside classics, you’ll find natural wines, orange wines, and biodynamic selections on the menu. Many of these bars swap the dark, old-school vibe for bright spaces and bold design.
A prime example: The Freundschaft in Berlin. Created by renowned Austrian sommeliers Johannes Schellhorn and Willi Schlögl, the bar has brought some of the world’s best wines to the city – in a uniquely laid-back atmosphere. Here, it’s all about authenticity and natural wines, without the elitist attitude.
“Our wine list follows no dogma, we are all about origin and winemakers. The Freundschaft is a place for everyone who appreciates the good stuff, no frills.”
Johannes Schellhorn, sommelier and owner of the wine bar Freundschaft (Source, in German)
Guests gather around a 26-meter U-shaped bar made from German oak in the basement of this otherwise unassuming Berlin-Mitte spot. No reservations. Closed on weekends and holidays. Because, as the owners put it, hospitality shouldn’t always be expected to work when everyone else is off. Schellhorn once worked as a sommelier at Michelin-starred Nobelhart & Schmutzig, while Schlögl made a name for himself as the charismatic head sommelier at the legendary Cordobar.
Wine Meets Music: Now That’s an Event
The wine scene in Athens is making waves too. MONK Grapes & Spirits, located in a neoclassical building in the heart of the Greek capital, combines artistic, industrial flair with curated wine events that highlight specific themes.
Another hotspot: Pharaoh, a restaurant that doubles as a Japanese-style jazz bar. Top DJs spin eclectic vinyl sets, creating a multisensory experience where food, wine, and music flow together.
Another hotspot: Pharaoh, a restaurant that doubles as a Japanese-style jazz bar. Top DJs spin eclectic vinyl sets, creating a multisensory experience where food, wine, and music flow together.
Wine doesn’t have to be enjoyed in cellars or traditional bars – pop-up wine bars and temporary events prove otherwise. They appear in unexpected places, from old factories to rooftop gardens, offering casual, spontaneous tasting opportunities. Accompanied by music, street food, or creative pairings, pop-ups are reimagining how urban audiences connect with wine.
In London, Wine Car Boot is a standout concept. This traveling tasting event brings independent wine merchants and winemakers together, who sell and serve wine straight from the trunks of their cars. Held in parks, markets, or decommissioned industrial areas, the events also feature food trucks and vendors to round out the experience.
Also in London, trendy wine bar Sager + Wilde hosts regular pop-ups in East London – transforming disused train stations and warehouses into temporary tasting destinations. Often paired with art and food events, they bring together a wide creative community.
In New York, Wine & Vinyl at Soho House offers curated wine tastings with rare vinyl sessions atop the members-only club. And The Grand Delancey in the Lower East Side regularly partners with up-and-coming wineries from around the world for exclusive pop-up events.
And although the Freundschaft is permanently rooted in Berlin, the team behind it frequently hosts tastings and events on rooftops and in urban gardens across the city.
And although the Freundschaft is permanently rooted in Berlin, the team behind it frequently hosts tastings and events on rooftops and in urban gardens across the city.
Wine & Street Food: A Perfect Match
Wine should be fun – and for everyone. Wine is uncomplicated.
Who says wine has to be paired with fine dining? Pelican Fly in Düsseldorf, Germany, proves that fries and wine can go hand in hand. The concept, created by Toni Askitis, is all about breaking down barriers: wine should be fun – and for everyone. Askitis invites wine lovers of all ages to join the conversation under the hashtag #asktony.
Whether it’s burgers, tacos, or dim sum: Today’s wine bars and street food scenes show that food and wine pairings can be relaxed, exciting, and totally delicious.
Going Digital With Wine
The wine world is becoming increasingly digital. More winemakers and sommeliers are using digital platforms not just for marketing, but for interactive experiences – like virtual tastings or app-based guided pairings. Guests receive a curated box of wines at home and join a live session with a sommelier or winemaker – even if they’re miles apart.
The trend took off during the pandemic, but it’s here to stay. Wine lovers can now discover winemakers worldwide and stay connected. In restaurants, digital wine lists offer in-depth insights about each wine. Some even use VR to explore wine regions or visit their favorite wineries.
The trend took off during the pandemic, but it’s here to stay. Wine lovers can now discover winemakers worldwide and stay connected. In restaurants, digital wine lists offer in-depth insights about each wine. Some even use VR to explore wine regions or visit their favorite wineries.
Try it First, Then Decide
Wine is culture, steeped in tradition – but it can be so much more. Bold ideas and fearless experimentation are shaking things up. Around the globe, creative winemakers and restaurateurs are showing how the wine world is evolving. Wine feels younger than ever, even if it’s an old vintage. The future of wine passion belongs to those eager to explore and share its stories in new and exciting ways.
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