Festival of Undiscovered Grapes Redefines California Wine Culture with Bold Expansion How the #2 Wine Festival in the U.S. is Changing the Way We Drink—and Think About—Wine
A Wine Festival Unlike Any Other Is About to Change Everything
The Festival of Undiscovered Grapes—formerly known as the Festival of Forgotten Grapes—is quickly becoming one of the most talked-about events in the world of wine.
Recently ranked the
#2 Wine Festival in the U.S. by USA Today’s 10Best Readers’ Choice Awards
this rising star in the festival circuit is doing more than pouring wine; it’s reshaping the narrative around what we drink and why. With its bold 2026 rebrand, a second city added to the lineup, and an immersive experience tailored for adventurous palates, the festival is setting a new standard in California wine culture—one where “undiscovered wine grapes” are front and center.
Why “Undiscovered” is the Future of Fine Wine
The original name—Festival of Forgotten Grapes—evoked a sense of nostalgia. But as the event evolves, so does its mission.
“While ‘forgotten’ captured the idea of overlooked varieties, ‘undiscovered’ better expresses the excitement of uncovering something new,”
Allison Levine
founder, a wine writer, educator, and fierce advocate for diversity in wine
This rebrand to the Festival of Undiscovered Grapes underscores a fresh, forward-thinking philosophy: these are not relics of the past but vibrant grapes that represent the untapped future of wine.
With only nine grapes making up 93% of California wine production, the festival turns the spotlight onto the other 100+ grape varieties that rarely make it onto mainstream menus. These include nuanced, expressive grapes like Marsanne, Cinsault, Teroldego, and Semillon—each one rich in history, flavor, and storytelling.
A Retail Experience That’s Disrupting the Wine Industry
Forget waiting in lines at tasting rooms or buying bottles in bulk you may not love. One of the festival’s most groundbreaking elements is its mix-and-match bottle ordering system.
Attendees can:
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Choose single bottles from multiple producers
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Skip the “case minimums”
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Enjoy one flat-rate delivery straight to their door
It’s an elegant solution for the modern wine lover—supporting small-batch winemakers while removing the friction from post-festival discovery.
A Second City, Double the Excitement
In 2026, the Festival of Undiscovered Grapes will expand from its home in Los Angeles to include a new Northern California counterpart in San Jose.
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San Jose Edition: Saturday, January 31, 2026, at Scott’s Seafood Ballroom at The Rotary Summit Center
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Los Angeles Edition: Saturday, March 28, 2026, at Mica Studios
“From the beginning, this festival has been about disrupting how the public experiences wine,”
Eva Crawford
Creative Director of the festival
“These wines come from winemakers who know their craft and aren’t afraid to follow their own path.”
The inclusion of San Jose signals a broader commitment to regional accessibility, inviting Bay Area sommeliers, collectors, and casual enthusiasts to engage in the festival’s immersive format without trekking to LA.
Wine as Art, History, and Discovery
At its heart, this event is about reclaiming lost narratives—and writing new ones.
From winemakers reviving grapes like Trousseau Gris to those blending old-world methods with California terroir, every pour tells a story. Expect more than tasting rooms: think interactive education, intimate panels, and experimental food pairings that challenge what wine festivals can be.
This isn’t just a festival for drinking—it’s one for thinking. And that’s what makes it compelling to curious connoisseurs from Manhattan to Miami Beach, Aspen to Berlin.
The Wine World’s Best-Kept Secret Won’t Stay Secret for Long
Founded in 2024, the festival’s trajectory has been meteoric. Yet it retains an indie spirit—intimate, surprising, and devoted to craftsmanship.
“Our goal is to introduce people to what’s possible beyond the usual handful of California varieties,”
Allison Levine
By focusing on undiscovered wine grapes, the festival is not only reeducating consumers but influencing the way wine is grown, sold, and celebrated in the U.S.
Don’t Just Sip—Experience the Revolution
Whether you’re a collector, sommelier, or simply wine-curious, The Festival of Undiscovered Grapes offers an elevated, unforgettable experience. With top-tier producers, access to rare varietals, and an ethos of fearless exploration, this event is a must-attend for wine lovers in Los Angeles, San Jose, and beyond.
Mark your calendars:
San Jose – January 31, 2026
Los Angeles – March 28, 2026
