Winelab Academy partnered with Aarhus Symphony Orchestra to help rethink their audience experience by combining French wine and classical music. Together, we co-created a unique cross-disciplinary concept that refreshed their event offerings.
How can a classical symphony orchestra renew its brand and attract new audiences without compromising its artistic core? That was the challenge Aarhus Symphony Orchestra set out to solve in collaboration with Winelab Academy.
Together, we developed an interdisciplinary concept where wine and music blended into a sensory experience designed to engage, surprise, and expand the audience base. With violist Christine Hagge Larsen from Aarhus Symphony Orchestra and our own Mads Jordansen as guides, we crafted an evening where French musical masterpieces — including works by Debussy and Ravel — were paired with carefully selected French wines, all set in a relaxed and welcoming atmosphere.
The Result: A New Format, New Stories, New Audiences
The event attracted not only the orchestra’s traditional concertgoers but also wine enthusiasts, bon vivants, and culture seekers who might never have attended a symphonic performance before. For Aarhus Symphony Orchestra, it became a tangible way to work with audience development, challenge established formats, and strengthen the relevance of its brand.
In the beautiful setting of Gammel Strand in Copenhagen, Winelab Agency facilitated a Northwest Wine Salon featuring 20 wineries from Washington State and Oregon. This intimate event introduced 60 sommeliers, on-trade professionals, importers, and media representatives to the depth, diversity, and distinctive qualities of Pacific Northwest wines.
We at Winelab Agency are proud to have hosted the first Northwest Wine Coalition Foundation Level 1 Certification Course in Europe, providing a structured introduction to the wines of Washington State and Oregon.
A curated hotspot at Winemarket Aarhus showcasing wines from Oregon and Washington State — served by top sommeliers to over 1,000 curious guests.