Published on October 18th, 2017 | by Jerry Doby


BØRNS rocks Interscope Records’ Electric Sky Wine launch in Los Angeles

Børns (Photo: Universal Music Group)

Børns (Photo: Universal Music Group)

Microsoft Lounge was the hottest spot in LA recently where attendees enjoyed light bites and sipped on Interscope Records‘ new wine brand, Electric Sky Wine, as they experienced Interscope recording artist BØRNS live performance of his hit, ‘Electric Love’ and his new singles, ‘Faded Heart’ and ‘Sweet Dreams.’

About Electric Sky Wine

Electric Sky Wine was founded 2 years ago, with the aim of disrupting the traditional wine business with a premium quality wine born out of music and festival culture.  The company is based in the US and is expanding internationally over the next 2 years.  Electric Sky was launched in partnership with Interscope Records, the Santa Monica-based music company that is home to some of the world’s biggest musical acts. Interscope Geffen A&M is a part of Universal Music Group, the world’s largest music company.

Here’s the official line on the new convenience lifestyle offering


The first Wine of its kind, crafted to pair perfectly with music.

Guests celebrated the event with pinot grigio Electric Sky Wine (Photo: Universal Music Group)

Following a successful launch in New York, Texas, and major music festivals nationwide, Electric Sky Wine will debut in the Los Angeles area just in time for the summer.  In partnership with music powerhouse Interscope Records, Electric Sky is the first premium, consumer-friendly wine born out of music.  The wine is offered in convenient, single serve, stackable portions with four easy-to-sip varietals: French Rosé, Italian Pinot Grigio, California Moscato, and California Red Blend.

Electric Sky is sourced from select vineyards in the French Languedoc, Italian Veneto, and California wine growing regions.The wines are styled to be approachable and refreshing, offering varietals that are most popular with today’s younger, premium wine consumers. Designed for an on-the-go lifestyle, Electric Sky comes in a unique 750mL bottle that snaps into four pre-filled, shatterproof glasses of wine, which are 100% recyclable and BPE free.  Convenient and portable, Electric Sky allows consumers to enjoy their favorite wine at any given location. The single serve glasses are also perfect for occasions where only one glass of wine is desired, without having to open a whole bottle.

Guests celebrated the event with pinot grigio Electric Sky Wine (Photo: Universal Music Group)

See the full gallery of the event via The Hype Magazine photo album on Facebook (Courtesy: Universal Music Group)

As the first and only wine brand housed under a music label, “We set out to disrupt and challenge the outdated rules of the traditional wine world,” explains James Hubert, CEO of Electric Sky. “We want to make quality wines that are refreshing and accessible wherever people come together to have fun and connect.” Millennials now serve as the largest generation of wine consumers, consuming 42% of wines in the US last year. Hubert continued to say, “We believe that the younger wine consumer will embrace this new approach and is ready for a brand that understands their needs, and can engage with them directly, providing music-centric experiences they enjoy.” 

In the last year, over 14.7 million Millennials attended at least one music festival, making Electric Sky a natural fit for popular music festivals and events. The wine has proven to be a hit at festivals such as Governor’s Ball, Meadows, North Coast, Bonnaroo, SXSW, and many more, far outselling wines in traditional glass bottles.  “Music is such a seminal part of Electric Sky’s DNA,” says Daniel Sena, Head of Strategic Marketing at Interscope Records.  “In so many places where music is consumed, wine is also consumed. So, our goal was to create a premium wine that could complement the music lover’s on-the-go lifestyle.” 

Extending the launch of Electric Sky Wine to Los Angeles is a natural fit for the brand.  The wines became available in stores throughout the region starting June 1st and will appear at industry tastemaker events and festivals throughout the summer.

For more information about Electric Sky Wine, and the LA area carriers, please visit www.ElectricSkyWine.com.

Instagram: @electricskywine
Twitter: @ElectricSkyWine
Facebook: @ElectricSkyWine 


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About the Author

Editor-in-Chief of The Hype Magazine, and internationally published arts & entertainment journalist. Member of the U.S. Department of Arts and Culture as well as the United States Press Corps.

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