Music and wine always have made a heady combination, especially when spring is around the corner at Nasik’s Sula vineyards. Five years on, the Sulafest has made a reputation as an event that not only celebrates wine and music but life itself. From a modest low-key one day festival, it now has become a two-day ‘must go’ event attracting music lovers, artists, the hip connoisseurs of fine wines and bohemians.
As Sulafest enters its 6th year, Radioandmusic.com caught up with the event’s Global Brand Ambassador & head of International Business, Cecilia Oldne for a brief on what to expect from Sulafest 2013 to be held on 2-3 February.
Excerpts:
The fest has received positive reviews and a strong following. What sets it apart from other fests? How do you intend to keep up the standards?
Sulafest has received an encouraging response right from its inception. We at Sula endeavour to out-do ourselves with each new edition of the festival.
Last year for the first time Sulafest was a two-day event, and festival – goers loved it. So again this year, it will be a two- day festival and we have a line – up of new, exciting activities happening. The ‘Electrozone’ DJ stage makes its debut this year where a cool line up of international DJ’s will keep up a House and Tech groove.
Also new this year is the “Tent City” being set up minutes from the fest venue for that full festival experience. And ‘White Collar Hippie’ invites you to enjoy ‘Band on the Bus’ where the party begins even as you cruise out of Mumbai towards the Nashik hills.
What is your target group? And what has the response been?
Sulafest is for anyone from any walk of life who enjoys good music, wine, food, company and life in general. The response to Sulafest has been phenomenal over the years. Sulafest celebrates five amazing years. 8,000 delighted visitors last year and still counting. Sulafest 2013 is the sixth edition of what has become a must-experience event.
Has the festival helped in increasing awareness and sales of Sula wines? Are you planning to extend the franchise/ brand to other platforms viz. digital, physical (CDs/ DVDs) or tie up with music channels or radio stations?
Sulafest has greatly helped increase the awareness of wine as a part of people’s lifestyle. It is a great way to introduce visitors to the festival to the beautiful culture that is wine. Festival goers have the opportunity to be part of wine tastings and winery tours that enhance the entire experience of a music festival set right in the midst of our beautiful vineyards.
The Sulafest brand has been evolving since it first started and to keep pace with this growth, we have Vh1 and Red FM coming on board this year as our television and radio partners.
What can we expect at this year’s fest?
From 12.30pm till 10pm Sulafest partygoers can enjoy a pageant of great music, wine, food and shopping in the idyllic environs of the winery’s beautiful open-air, Greek-style amphitheater.
This year’s band line-up will feature four celebrated international acts- legendary headliner Deep Forest Live, French artiste St Germain, the iconic Baba Robijn, GAUDI + Indubious and reggae stars Irie FM along with Indian stars Swarathma, Dualist Inquiry and others. And, there will be plenty of other entertainment that will make Sulafest a truly inimitable experience. The ‘Electrozone’ DJ stage makes its debut this year.
Spicing up this great musical line-up will be the ‘Sulafest Bazaar’ with a selection of carefully chosen and charming items for sale. Further, foot massages, tattoos, grape stomping and a plethora of fun filled activities will round off the event.
Also, a cool new beautiful geodesic Dome specially designed by Glavsfera from Russia will be designated the VIP area. Rolls Royce is also on board this year, with a beautiful ‘Ghost’ on display and I might just drive it home. You wouldn’t want to miss Sulafest