Viña House

Are young people really not interested in wine, or has the industry simply not figured out how to connect with them yet?

In this episode, we talk to Guillermo Bezares, Mario Barco and Felipe Olano, the partners behind Viña House, a project that brings together house music, food, vineyards and wine to introduce a new generation to wineries.

The second edition, held at Bodegas Beronia, brought together almost 300 people and sold out. But what is interesting is not just the number—it is the formula: getting hundreds of young people to choose to spend a Saturday at a winery without a traditional tour or tasting being the main attraction.

In this episode, we talk about:

➔ How Viña House came about and the challenges they faced when pitching such a different concept to wineries.

➔ What young people are looking for in their relationship with wine, and why traditional formats do not always engage them.

➔ How to design experiences that bring wine closer to new generations without turning every encounter into a lesson.

We also reflect on who influences young people’s wine choices today, the role of social media, and an idea that may be uncomfortable for the industry: perhaps, to spark an interest in wine, we need to stop trying to make wine the centre of every experience.

A conversation that raises a fundamental question for wineries and destinations: perhaps attracting young people is not about changing the wine, but changing the way we invite them to discover it.

PODCAST NOTES

· Viña House Instagram