PAWS & POURS – WHERE WINE SPEAKS TO DOG LOVERS
- Donatella De Lucia
- Oct 21
- 2 min read
When the glass rises… the tail can wag too.
There's a new way to experience wine—more authentic, more inclusive, and, above all, more joyful and carefree.
In the United States and the United Kingdom, the trend of “dog-friendly wine events” is gaining popularity among wine lovers who no longer want to choose between a toast with friends and a walk with their dog.
Among the most popular is Paws & Pours , Humble Grape's London event that combines artisanal wine tastings with four-legged socializing. A true social wine tasting where the protagonists are not just the glasses, but the dogs too: welcome drinks for humans, a dog treats bar , and a relaxation area with magazine covers and photos worthy of a lifestyle magazine.
THE TREND: WINE BECOMES SOCIAL AND PET-INCLUSIVE
In 2025, the watchword is shared experience .
According to the latest experiential marketing analyses, wine brands that successfully combine community, emotion, and authenticity gain up to 30% more engagement on social media.
The pet world, for its part, is a rapidly expanding economic universe: in Europe alone, dog and cat owners spend over 25 billion euros a year on lifestyle activities and products.
And so, events like “Paws & Pours” represent the ideal meeting point:
sensory experiences for humans
animal welfare and care
and a new way of understanding conviviality
A MODEL THAT CAN ALSO BE REPLICATED IN ITALY
Imagine a winery in Italy that opens its doors, with due organization, to dog lovers: tours through the vineyards, tastings with a dog wine corner , dedicated menus and a small photo shoot.
An authentic experience, perfect for Instagram and foreign markets—where pet-friendly wine tourism is already a rapidly growing buzzword.
Why it works
Transform tasting into a moment of real connection.
It speaks to a young, affectionate, curious audience.
Strengthens the link between brand, emotion and positive memory.
It's Instagrammable , sustainable and happy .
And perhaps this is precisely one of the most beautiful directions for the future of wine: less exclusive, more human, a world where toasts and wags of the tail meet under the same golden light of the sunset.
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