An Austrian natural wine pop-up in a Parisian café: Paris, a city that enjoys wine and shines with wine
A pop-up event for Austrian natural wine was held at the Paris-based café Fringe, drawing the keen interest of both Parisians and visitors. This pop-up was a rare opportunity to taste Austrian wine rather than French in the heart of Paris, a city that epitomizes both diversity and trendsetting. Even for French wine aficionados, it was a unique chance to broaden their horizons, serving as a fresh opportunity to stimulate the senses with wines from a new terroir. The event appealed not only to seasoned wine enthusiasts but also to those constantly seeking new experiences and flavors.
It was, in essence, an opportunity to experience Austrian wine in considerable depth without leaving Paris. Reflecting on the tasting, I found myself considering whether the popularity of these wines stemmed from the producers’ dedication to quality and individuality. Their respectful approach to winemaking, insistence on solid craftsmanship, and pursuit of high-quality wine were unmistakable qualities that became immediately apparent from the very first sip.
Into the pop-up scene
The Austrian wine pop-up, recently held in Paris, France following successful editions in Amsterdam, Copenhagen, and Antwerp underscores the strong market potential for Austrian wine in Europe. Currently, France imports just 0.85 percent of Austrian wine, yet the enthusiastic response to these pop-ups suggests significant room for growth. With plans to establish regular events, the initiative is poised to play a leading role in promoting Austrian wine to a broader audience.
The driving force behind the Paris event was Kapitel Zwei Wine, a small-scale startup winery based in Austria. Winery began its marketing journey with a simple yet effective tool: a newsletter. Chris, the vineyard owner and founder, did not start his career as a winemaker but has leveraged his background to great effect. Through active engagement in various global online communities, Chris has garnered the support of over 500 subscribers, who demonstrated their trust by purchasing 70% of the winery’s inaugural vintage. This robust digital marketing strategy has laid the groundwork for business expansion across Europe.
To appeal to younger consumers, often more reserved in their drinking habits, Winery has introduced wines in a variety of bottle sizes and has committed to real-time market monitoring. By tailoring marketing efforts to individual customer preferences, the team is able to respond swiftly to the rapidly evolving market landscape.
Chris credits Jeff Hargrove, owner of Fringe Coffee Paris, as instrumental in bringing the Paris pop-up to life. Jeff’s deep understanding of the local scene, his expertise in wine, and his possession of a liquor license proved invaluable. The well-equipped facilities at Fringe Café ensured the event ran seamlessly.
Throughout the evening, the team provided detailed table-side explanations about the Austrian wine industry, the natural wine production process, and how various methods influence the wines’ aromas. This multisensory approach engaging taste, sight, and sound captivated attendees, often resulting in immediate purchases. In addition to a strong Instagram presence, the event benefited from the attendance of key influencers. Despite challenging weather and competition from numerous other wine events and fairs in Paris at the time, the pop-up was a resounding success.
