Wine love – with a twist
For a long time, wine was something for connoisseurs – with its own vocabulary, rules and rituals that often made people feel like outsiders. But the way we experience wine is changing fast. Instead of formal tastings in white shirts, a young generation of wine lovers is emerging who think differently about wine: less elitist, less complicated, but more open, social and spontaneous.
When wine becomes a way of life
They’re drawn to where life happens: instead of classic tastings, people now drink on rooftops, in small bars, at pop-up events or out in nature. It’s no longer just about grape varieties and residual sugar – it’s about the experience. The atmosphere, the music, the friends – and that feeling of being part of something new.
Young consumers – and with them, a new wine culture – want to feel wine, not study it. They’re bringing a breath of fresh air to a scene that has long been rooted in tradition. Today, wine is no longer seen as a heritage to be guarded, but as an expression of individuality. People drink what they feel like – whether it’s natural wine from Georgia, canned wine at a festival or a glass of Müller-Thurgau by candlelight in a tiny bar. The goal: to free wine from its bubble and bring it back to where life happens.
Young consumers – and with them, a new wine culture – want to feel wine, not study it. They’re bringing a breath of fresh air to a scene that has long been rooted in tradition. Today, wine is no longer seen as a heritage to be guarded, but as an expression of individuality. People drink what they feel like – whether it’s natural wine from Georgia, canned wine at a festival or a glass of Müller-Thurgau by candlelight in a tiny bar. The goal: to free wine from its bubble and bring it back to where life happens.
Rooftop vibes and city beats
In cities like Berlin, Vienna and Copenhagen, wine culture has long since gone urban. Rooftop tastings, pop-up bars and temporary wine gardens are now an essential part of the city’s wine scene. Where beats meet barrique, a new kind of togetherness emerges: casual, open, inspiring. It’s not about analysing gooseberry aromas – it’s about sharing the moment. A chilled Pet Nat in your glass, beats in the background, friends by your side – that’s what wine will feel like in 2025.
Tiny wine bars – small, spontaneous, authentic
Another trend: mini wine bars with maximum personality. Tiny wine bars are the antidote to large-scale tastings – small, intimate, curated, but never pretentious. Behind the counter, you won’t find a sommelier in a white jacket, but often the owner themselves – someone who simply loves what they pour. Here, you don’t order a ‘flight’, you just taste what’s open. It might be a young natural wine from the Palatinate, an orange wine from Slovenia or a rosé poured from a one-litre bottle – as long as it’s honest, hand-crafted and full of character. Conversation replaces the wine list, trust replaces the labels. These bars are living rooms for explorers – unpolished, but full of soul.Wine festivals 2.0 – between beats and barriques
Even traditional wine festivals are getting a makeover. Electronic beats are increasingly blending with Riesling, food trucks are replacing bratwurst stands, and DJs and natural wine stalls are popping up. Young winemakers are pouring their own wines and talking about biodynamic practices, fermentation experiments and fresh label designs. Wine is becoming a medium for exchange – about sustainability, regionality, craftsmanship and style. Events such as Wine in the Car Park, Wine & Vinyl and Riesling Rave show just how playful this scene has become: no elitist wine talk, just shared experiences.Wine in the forest, at the spa or under the full moon
At the same time, a counter-movement to urban dynamics is emerging: guided wine walks, tastings at spas where wine and aromatherapy merge, or full-moon tastings that focus on nature, calm and mindfulness. These formats combine wine with reflection and awareness. It’s about origins, about grounding – but in a modern, conscious way. The generation that otherwise lives between streaming and social media is once again searching for real moments. And that’s exactly where wine finds its new place: as a bridge between nature, culture and emotion.Less etiquette, more emotion
What all these places have in common is that wine is becoming social again. Moving away from being a status symbol and towards being a shared experience. Whether urban or close to nature, loud or quiet – wine is enjoyed wherever people come together, where curiosity thrives, and where pleasure isn’t explained but felt.In recent years, wine has had something of an image problem: too complicated, too masculine, too distant. Younger generations aren’t interested in being defined by vineyards and vintages. They want to enjoy the wine, not the theory behind it.
So wine is becoming more democratic. It can come in cans, feature comic-style labels, be spontaneously fermented or orange – as long as it’s authentic. Rituals are giving way to curiosity, etiquette to emotion.
Wine as a social experience
Wine is finding its way back to the present. It’s no longer confined to glasses – it lives in encounters, in moments, in stories. A new wine culture is emerging, one that asks less “What are you drinking?” and more “Who are you with?”
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In our magazine you will find editorial articles and information about wine. As we are committed to the responsible use of alcoholic beverages, the content is aimed exclusively at adults and you must be at least 18 years old to visit wine.vino.wein.