Born to be wine, the festival that brings wine culture closer to young people

Published June 13th, 2023

As a prelude to the harvest festivities and to bring wine culture closer to the new generations, the eighth edition of the Born to be wine festival was held, the first and only festival in Mexico where young people have the opportunity to appreciate this beverage and learn a little more about it through workshops, tastings, gastronomic samples, and a great musical atmosphere.

The venue for this event was the Cuna de Tierra vineyards, located on the Dolores Hidalgo, Guanajuato highway, where attendees awakened all their senses and enjoyed to the fullest the experiences related to spirits, also delighting their palate with exquisite dishes surrounded by the best atmosphere.

Wine tourism
It was also an opportunity to visit San Miguel de Allende, Guanajuato, which has already become a point of reference for wine lovers, both national and international travelers, who seek to delve into the culinary and winemaking tradition offered by one of Mexico’s most distinguished World Heritage Cities.

“The idea is to bring wine closer to young people. How do we do it? through their tastes, young people like music, the good life, and weekends in the sun, that’s why this festival was born. We have done an essential job so that people are not afraid of wine because many think it is a product for old people,” said Joe García Luna, founder of Born to be wine.

Workshops and more
Thus, under the theme of the Old West, this edition was accompanied by a program full of activities where attendees could learn more about spirits from renowned sommeliers who spoke, in tastings and samplings, about the history, expression, and versatility of some shades such as tequila, rum, gin and, of course, wine.

“More than breaking the expectation every year is different because different people come. It is a moment when people want to come and enjoy a weekend and experience something they have never experienced before. We are the first wine, food, and music fest of this style with electronic music, food, wine, and other beverages that exist in the world. Born to be Wine was founded in 2014 and currently after eight years, not counting the pandemic, it has become something unprecedented. Today, people appreciate it and think it is different, it is a consolidated event, normally we count a thousand attendees who happily learn about wine while living with other people,” concluded García Luna.