First vegan Winefulness event launches in London

London’s first vegan Winefulness event will take place on Tuesday 23rd October from 7-9pm at Shoreditch wine bar and shop, The Grocery Wine Bar & Vault, co-hosted by Emma Roberts of wine PR agency Eviva Communications and vegan Mindfulness trainer, Andy Hix from Wellbeing Capital Partners. The event will combine a tasting of vegan wines from Vintage Roots and artisanal vegan nut cheeses from I’m Nut OK with a series of fun and experiential mindfulness practices. It has been created to demonstrate that mindfulness isn’t just for dealing with stress, it’s also about enjoying the good times more fully, like drinking wine! In doing so, the event will help consumers become more aware of what and how much they are drinking and become more wine confident by trusting their own unique sensory tasting experience.

“Many of the major high street and online retailers have ramped up their offerings of vegan wines this year in response to the surge in popularity of veganism. The Vegan Society reported that there are now 542,000 vegans in the UK with nearly half aged between 15 and 34, so we thought it was an ideal time to launch this event targeting trendy, young, health-conscious Londoners,” says Emma Roberts, owner of Eviva Communications.

Wines for the event are being supplied by organic wine specialists, Vintage Roots. “Although we are known for being an organic wine specialist, Vintage Roots also has a substantial offering of vegan wines, and we felt this was a great opportunity to present a selection of them to an audience of healthy living millennials,” says Neil Palmer, Director and Co-founder of Vintage Roots.

Mindfulness, also a rapidly growing trend, is a practice of paying full attention to the present moment to become more fully engaged with life, consequently it shares a lot of similarities with wine tasting which requires tasters to tune in to their five senses in order to taste and evaluate wines.

“We felt Winefulness would be a fun way to show how mindfulness can be applied to every aspect of life and not just used as a stress reduction technique,” says Emma Roberts. ”And as people, particularly the younger generation, are becoming more interested in healthy living and consuming less but better, we think Winefulness will help them to really savour and appreciate what they eat and drink.”

This experiential event has been designed to not only help participants understand and enjoy the benefits of everyday mindfulness, but also to remove some of the intimidating myths that still surround wine.

“Mindfulness encourages a non-judgemental acceptance of experience,” comments Emma Roberts. “Through Winefulness we will be bringing this quality to wine tasting to encourage tasters to trust their own sensory perceptions   .”

The event is open to all, previous experience of mindfulness or wine tasting is not required. Tickets are available at:

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