La DO Penedès y el prestigioso DJ John Jacobsen unidos en el proyecto Endinsa’t

The DO Penedès brings together vineyard, castle and electronic music in Endinsa't, a DJ set recorded at sunset to bring wine closer to a young audience. A proposal that breaks with the sector's classic communication.

When the vineyard becomes a stage

The idea is as simple as it is powerful: take a striking spot in the Penedès, bring a renowned DJ to the top of a medieval tower and record a set with the vines stretching out at his feet. The result is an audiovisual piece that blends music produced for the occasion with aerial images of the wine-growing landscape. Wine stops being the star of a conventional advert and becomes part of an experience.

The goal: connecting with young people

Wine faces a generational handover challenge. Many young people perceive it as something linked to the formal table or to their elders. Projects like this seek to change that image and present it through codes that this audience recognises: music, careful aesthetics and a format designed to be watched and shared on the phone.

• A site with history: a medieval tower surrounded by vineyard.
• Bespoke music: a set created specifically for the project.
• Digital format: designed for social media and video, not for traditional television.

Wine and territory, always together

Even if the wrapping is modern, the underlying message is as old as ever: the Penedès is landscape, history and a winemaking tradition that can be read in every terrace. Showing the vineyard from the air is a reminder that behind every bottle there is a specific place, a Mediterranean climate and hands that work the land.

Communicating wine in another way

Initiatives like this mark a path: leaving behind the catalogue of tasting notes and betting on stirring emotion. They do not replace the tasting or the visit, but they open the door for someone who had never been interested in wine to want to know more. And from there to approaching the winery is but a step: you can discover the wineries of the Penedès and other regions in our directory and experience the vineyard first-hand.