The Unlikely Connection: Why Wine Could Benefit from the Vibrancy of Hip-Hop Culture

Despite the dimming lights of a club on Lankershim Boulevard, the ambiance was vibrant as people filled the space, with hip-hop music pulsating through the speakers. As my eyes scanned the room, I noticed small tables set up around the perimeter, each showcasing a selection of wine bottles. I grabbed a Zalto Universal wine glass and approached a table where Saskia de Rothschild greeted me warmly, pouring a taste of 1985 Lafite. This marked my entry into Vin et Hip-Hop, a unique wine event that turned traditional wine tasting on its head.

Vin et Hip-Hop began in 2022 at Château du Clos de Vougeot in Burgundy, founded by vintner Jeremy Seysses, educator Jermaine “Wolf of Wine” Stone, and creative minds Milena Berman and Loïc Lamy. They aimed to intertwine the worlds of hip-hop and wine, which historically had little overlap, into a celebration of both cultures.

Milena Berman, after her experience of moving to Burgundy for an art tourism company, found herself pivoting during the pandemic towards the wine industry. She began working at Domaine Dujac, focusing on supporting initiatives like The Roots Fund, which resonated deeply with her amidst the civil rights movements occurring in the U.S. After leaving Dujac, she partnered with Lamy to create Hautes Côtes and organized her first collaborative wine event featuring Jermaine Stone, which sold out rapidly with tickets bought by young interns and locals.

Encouraged by wine personalities like Dominique Lafon, they expanded the concept, culminating in the first Vin et Hip-Hop event, featuring a performance from Mike D of the Beastie Boys. The event was characterized by its approachability—guests were encouraged to come as they were and enjoy quality wine without the elite expectations often associated with wine tasting.

The event drew a young crowd that enjoyed hip-hop and wine in a dynamic atmosphere, with attendees tasting prestigious wines and engaging in a lively communal experience. As Icy Liu of Becky Wasserman & Co. noted, the hip-hop culture is influential and defines trends in lifestyle, making it a pivotal connection point for bridging the worlds of wine and mainstream culture.

After successful events in Burgundy and Champagne, demand for a US venue led to the creation of the Los Angeles iteration of Vin et Hip-Hop in 2026, held at Verse. It featured an astonishing collection of wines and an even more diverse crowd, alongside live performances from well-known artists. The entrance to this coveted event, however, was exclusive. Invitations were linked to high-priced winemaker dinners, creating a sense of rarity and selectiveness that seemed at odds with the initial ethos of making wine accessible.

Berman and Seysses acknowledged this discrepancy, emphasizing their vision for future US events to reflect the inclusive spirit born from the original gatherings in Burgundy, open to all who wish to join. It highlighted the need for greater inclusivity within the wine community, pointing towards the importance of connecting with diverse audiences, especially within the hip-hop culture and Black wine enthusiasts.

Vin et Hip-Hop ideally serves as a prototype of how to engage younger generations with wine, presenting it in relatable contexts that remove the pretentiousness often surrounding traditional wine culture. While its future success is uncertain, it offers a promising approach to creating a rich cultural dialogue through wine, encouraging broader engagement in an industry that needs revitalization.

The next Vin et Hip-Hop event is scheduled for October 14, 2026, at Château du Clos de Vougeot in Burgundy, with tickets already on sale.

About the Author: Chris Lehoux

Meet Chris Lehoux, an experienced wine connoisseur and dedicated blogger with a deep passion for all things wine-related. With years of expertise in the industry, Chris shares insightful wine reviews, valuable wine tasting tips, expert pairing advice, and captivating tales of vineyard visits. Join Chris on a journey through the world of wine, where every sip is an adventure waiting to be savored!