Bad Boy Wine – Velvety

Hip hop culture is usually associated with ‘sippin on gin and juice’ (thanks Snoop) but rarely with wine and if you want to market your product to the younger generation you’d better get with the times and start re-thinking the image that some wine marketing appeals to.

Meet the guys from Velvety who are bringing a new style of marketing to their wines by going through the Hong Kong club scene to tell people that wine is not just for sitting around a table or something to pair with food, it can also be something cool, hip and trendy and CAN be drunk in nightclubs.

Nightclubs are usually associated with only one wine – champagne – but ‘times they are a changin’ (thanks Bob Dylan) and nowadays the youth of today want to chill out, unwind and get noticed while drinking wine. And another thing; I have never actually been to a nightclub that sells good wine! “That’s all about to change” according to Peter Tan of Velvety.

Velvety is a California based wine company that focuses on producing and blending elegant and luxurious wine. “Because we seek to harvest the best grapes in world renowned appellations, our customers' palate will be awakened by the silky, rich, and bold taste of Velvety wines” say the guys.

They only make two wines, a Napa Valley Cabernet (currently there is the 2008 Reserve and 2011 vintages on the market) and a California Petite Syrah (2008 vintage). I have only tried the 2011 Cabernet and it’s really a very nice wine, one that goes very well with food but also works well on its own – something that’s very important if you are trying to sell it to establishments where food is not an option.

The wine is already on the Hong Kong market but the guys at Velvety are doing a ‘launch’ party at one of Hong Kong’s trendiest clubs – Beijing Club. The event, featuring their wine is called “First Encounter” and will run from 9pm to late (probably really late!) with the party also playing host to the pre-sevens bash – a regular occurrence right before Hong Kong’s annual rugby sevens and the most alcoholic week in the city.

There will be performances from the stunning Karmen Cheung and tickets are priced at $350 for guys and $175 for girls (so I’m going in drag and hope to get away with it!) and include one drink. The party really gets pumping after 11pm but from 9pm you can come and network, meet the guys and hang out with some of Hong Kong’s hottest (and hopefully single) girls.

Beijing Club is located in Wellington Plaza, 2-8 Wellington Street Central and you need to get yourself some tickets if you want to come and party. Tickets are available from the guys at Velvety and you can contact Peter (petertan@velvetyone.com) or Sky (skytam@velvetyone.com) or call Sky on 9774-7357. See you all there, and no, I won’t be in drag don’t worry!