Hello from wine country! 

You know that magical moment when the hard part—skiing, hiking, harvesting, or just surviving a Tuesday—is over, and it’s time to relax with good company, great food, and even better wine? That’s "après." Born in the Alps but perfect for the vines, "après" is the ultimate excuse to celebrate simply being done. Spoiler alert: you don’t need skis to join the party.

The word "après" originates from the French term meaning "after." Over time, it has evolved to signify a sense of unwinding and indulging in good company after an activity. While many associate "après" with the ski culture of Alpine Europe—think roaring fireplaces, cozy chalets, and mulled wine after a day on the slopes—the concept transcends snow-capped mountains and ski resorts.

Today, "après" embodies a lifestyle of relaxed celebration and conviviality, making it a perfect theme for wineries and tasting rooms seeking to craft memorable guest experiences.

 

The Evolution of "Après"

The idea of "après" as a cultural phenomenon took root in the early 20th century, particularly in France and Switzerland. Skiing was rising in popularity as both a sport and a leisure activity, and what better way to end a day on the slopes than gathering with friends for warm drinks and hearty fare? By the mid-1900s, "apres-ski" had cemented itself as a staple of winter travel, offering a blend of rustic charm and indulgence.

In recent years, the "après" mindset has broadened beyond skiing, finding its way into other activities and lifestyles. Whether it’s "après-hike," "après-beach," or even "après-harvest," the term signifies the joy of gathering, relaxing, and celebrating shared experiences.

 

Why "Après" is a Natural Fit for Wineries

Wineries are already synonymous with celebration, relaxation, and social connection—all hallmarks of the "après" lifestyle. By embracing this theme, tasting rooms can create unique and engaging events that resonate with modern consumers. Imagine cozy evenings by a firepit, après-harvest dinners that highlight the fruits of the season, or festive gatherings with mulled wine and seasonal bites.

 

Here are some inspired ideas for "après"-themed winery events:

 

1. Après-Harvest Celebrations

Host a post-harvest gathering where guests can toast to the end of the season. Offer guided tastings of freshly bottled wines alongside hearty fall dishes like roasted root vegetables and braised meats.

 

2. Après-Ski Parties

Transform your tasting room into a cozy Alpine retreat. Serve hot mulled wine, spiked hot chocolate, and comfort foods like fondue or raclette. Decorate with faux snow, skis, and warm blankets to complete the ambiance.

 

3. Après-Yoga Brunch

Partner with a local yoga instructor to offer morning yoga sessions in the vineyard, followed by a relaxed wine-pairing brunch. Feature light, refreshing wines that complement the healthy yet indulgent vibe.

 

4. Après-Sunset Soirees

Organize evening events where guests can watch the sunset over the vines. Pair this natural beauty with live acoustic music, small bites, and a curated wine flight designed for golden hour.

 

5. Winter Warm-Up Tastings

Create a winter-inspired wine tasting experience featuring spiced wines, port-style selections, and dessert wines. Pair them with seasonal treats like gingerbread or dark chocolate truffles.

 

6. Après-Cycling Gatherings

If your region is popular with cyclists, cater to this audience by offering "après-cycling" events. Provide a selection of light snacks, refreshing wines, and comfortable spaces for cyclists to relax post-ride.

 

7. Family-Friendly Après Afternoons

Design family-focused events where parents can enjoy wine flights while children are entertained with seasonal crafts or outdoor games. Add warm non-alcoholic options like spiced apple cider to enhance inclusivity.

 

 

 

"Après" Our Favorite Time of the Day

Imagine this: a cozy evening by the fire, a glass of mulled wine warming your hands, and the sound of laughter filling the room. That’s the magic of an “après” moment, and your local tasting room is the perfect place to make it happen!

From après-harvest dinners to winter warm-up tastings, these events are all about celebrating the joy of togetherness with a side of fabulous wine. Encourage your favorite winery to embrace the trend, and get ready to relax, sip, and savor like never before.

After all, who says the Alps have to have all the fun!

Cheers,

The Silver Fox

 

 

Popular Après Events

With harvest here, we've got a fantastic line up events. So, get out and raise a glass with us in wine country!