Wine Jam ® is an urban wine culture festival born in Belgrade at 2013. Technically it is communication platform that brings new wine audience and wine producers closer to each other, presenting wine culture in a new way.
Why Wine Jam happened? The existing wine scene suffered from many problems – always the same type of events for many years back, always the same people and boring atmosphere, mystification of wine … The idea was to create new model rather than fighting the existing. The key was in creative communication. Using of social media, contemporary culture and language that urban, younger people understand, wine became much more friendly for the new audience. It also brought a refreshment for existing wine lovers. With use of non common elements to spread the message, sometimes in a fun way, Wine Jam changed existing and obsolete paradigm that ruled in local wine society. The result: 8 wine events in Serbia, Croatia and Slovenia in first year, more than 7000 guests with many new “faces”, several new concepts of presenting the wine, successful campaigns and inventing new ways how to communicate with people who want to approach to wine, establishing Monday as a day for wine, spreading the influence outside the local community and big interesting of people in surrounding countries and wider… and it continues to grow becoming a movement. Wine Jam is the only local event “exported” to other countries in this part of Europe. Wine Jam inspired a lot of positive changes in local wine society and is about to become the most influential wine event in region.
Idea and concept – created by ICON.
