In 2025, we entered into a new partnership with Most Wanted Wines, introducing a dedicated wine bar across key shows and adding an exciting new dimension to the festival experience.
The Most Wanted Wines bar debuted at both KISSTORY Festival and Uptown Festival, offering a curated selection of premium, easy-drinking wines that perfectly complemented the summer atmosphere. The activation provided a stylish and relaxed alternative for festivalgoers, appealing to audiences looking for something beyond traditional beer and cider options.
The response was overwhelmingly positive, with the wine bar quickly becoming a standout attraction across both festivals. It not only enhanced the overall guest experience but also drove a significant uplift in wine sales, demonstrating strong demand from our audience.
This successful launch established Most Wanted Wines as a natural fit for our festivals, resonating particularly well with a broad, experience-led crowd. Following its strong debut, the partnership is continuing into 2026, with the wine bar set to return as a much-loved and anticipated feature.