From vineyards to living spaces: the rise of hybrid places and third spaces in wine tourism

Wine-growing areas have undergone an initial transformation in recent decades, linked to the development of wine tourism . From places exclusively dedicated to production, cellars and wineries have become spaces for visits, tastings, and events. This evolution, while significant, remains largely driven by a hospitality-oriented approach, based on occasional uses and visitor flows.

At the same time, the wine industry is facing profound changes. Wine is less integrated into daily life, younger generations have a more detached relationship with alcohol, and expectations are shifting towards collective, cultural, and embodied experiences. Estates must simultaneously diversify their revenue streams, strengthen their local ties, and revitalize their image, as the traditional approach to wine tours reaches its limits.

In this context, a broader transformation of territorial practices is observed, marked by the emergence of hybrid spaces blending work, culture, sociability, and production . This dynamic can be illuminated by the notion of the third place , introduced by Ray Oldenburg in The Great Good Place, published in 1989. He describes these spaces as intermediate between home and work, characterized by their accessibility, their social role, and their capacity to foster informal interactions. This notion was subsequently adopted by grassroots initiatives, notably through fab labs, coworking spaces, and certain cultural venues, before being progressively structured and supported in France by public policy with the network France Third Places. Today, there are more than 3,500 third places across the country, nearly two-thirds of which are located outside major metropolitan areas and about one-third in rural areas . This movement has been supported by the "New Places, New Connections" program, launched in 2019, which has mobilized more than 130 million euros to support their development.

The hybridization of wine-growing areas thus appears as a strategic response. It allows us to move away from standardized wine tourism models, to build unique places, to attract new audiences, particularly younger generations, to win back local customers and to reintegrate wine into contemporary social practices.

I. The third place, a model that transforms the relationship to wine, to the place and to the public

The concept of a third place is based on a logic of regular use and attendance. It is not a space designed for occasional visits, but a place to which one returns, which one uses, and with which one identifies. This distinction is crucial in the wine industry, where hospitality is still largely conceived as a one-off experience. The work of Ray Oldenburg highlights the role of social interactions and regular attendance.

Contemporary approaches, particularly those championed by France Tiers-Lieux, have broadened this definition by incorporating diverse functions such as coworking, cultural programming, training, entrepreneurship, and community involvement. This model thus introduces a major shift. The space is no longer structured solely by a primary activity, but by a combination of complementary uses. It becomes a space in which different timeframes, different audiences, and different practices coexist.

In rural areas, these places play a structuring role. They help to recreate spaces for social interaction, support local economic activity, and unite communities of stakeholders. Applied to vineyards, this approach broadens the visitor base, strengthens ties with local residents, and reduces dependence on tourism . It also transforms the role of wine. By integrating it into contemporary, collective, and cultural practices, it helps to renew its image and reconnect it to broader social activities.

II. Forms of hybridization still emerging in wine-growing regions

In vineyards, hybridization is still largely a work in progress. While many initiatives exist, they often focus on diversifying the product range rather than completely transforming the vineyards themselves.

Some sites located in the heart of wine-growing regions are evolving towards advanced forms of hybridization, even when they are not directly involved in wine production. LE MANOIR EQUIVOCAL. This project provides a particularly illuminating example. Located in the heart of the Côte de Nuits in Burgundy, it is not a wine estate, but rather a site situated within an environment heavily structured by vineyards and working closely with them. The site combines accommodation, events, artist residencies, educational activities, an architecture firm, and cultural programming, notably through the Volcan de Nuits festival, created in collaboration with several wine estates. It also welcomes schools, associations, and economic stakeholders, and incorporates organic farming activities complemented by an edible forest. The project's strength lies in its overall operation, having successfully created a resilient ecosystem with a sustainable economic model. The site is vibrant year-round, with varied uses and diverse audiences. It is not solely based on tourism, but on a combination of activities that shape its visitor experience.

Other projects, such as that of Le Cellier de Marius Caïus In Provence, these projects are part of a more structured approach to redevelopment. Transforming a former farmhouse into a hybrid space required careful consideration of programming, visitor flow, and the complementarity of uses. The goal was to create a space capable of operating year-round, combining wine production, cultural activities, events, and services for users (restaurant, wine cellar, immersive tour, shop, offices, seminar room, and rental accommodations). The project is currently under development with the assistance of CALICE Hospitality and Wines.

At the same time, places located near the vineyards are contributing to this dynamic. Coworking spaces like those in the network Success is in the meadow These examples demonstrate how a space initially dedicated to shared workspaces can host training sessions, events, consulting activities, or wellness practices. These spaces contribute to structuring local communities and diversifying their uses. These initiatives reflect a real, but still partial, evolution. Most wine estates today remain focused on hosting events on an ad-hoc basis. The transition to living spaces structured by ongoing programming and a diversity of uses remains a key challenge for the future.

III. Hybridization as a response to changing customer demographics and the evolving relationship with wine

The evolution of wine-growing areas towards hybrid spaces reflects a profound transformation in behaviors and expectations. Recent results from the 2026 barometer of SOWINE, combined with analyses from Vin & Société, highlights a shift in wine's role within social practices. Wine remains a benchmark beverage, but its function is evolving. Nearly four out of ten consumers cite conviviality as one of their primary motivations for consumption, on par with taste. This finding reflects a significant shift. Wine is no longer valued solely for its intrinsic characteristics, but also for the context in which it is consumed. This shift is accompanied by a transformation of consumption venues. Restaurants have become a central space, cited by a large majority of consumers. Wine is increasingly integrated into collective and carefully planned environments.

This shift is particularly pronounced among Generation Z. Analyses by Vin & Société show that this generation has a more detached relationship with alcohol, with more moderate and selective drinking habits. They favor accessible, collective, and meaningful experiences. Wine is no longer an obvious cultural touchstone and must be experienced in environments compatible with its uses. In this context, the hybridization of venues appears as a direct response. It allows for the creation of spaces where wine is integrated into a broader experience, combining sociability , aesthetics , and a diversity of practices . Initiatives like Trafic Bar illustrate this evolution, which is directly linked to the expectations of Generation Z. The concept is based on organizing festive, itinerant wine tastings in vineyards, structured as events. Participants taste several wines in a musical and communal atmosphere. This format transforms wine tasting into a social experience.

Internationally, this dynamic can be seen in places like Tank Garage Winery . Housed in a converted former gas station, this venue combines a wine bar , boutique , and art program in an urban-inspired setting. The wines are offered in limited editions, with a strong emphasis on design and storytelling. The venue attracts a younger local and tourist clientele by offering an experience that breaks with traditional norms. These developments demonstrate that the appeal of wineries now depends on their ability to provide spaces where people can have experiences, connect, and engage with contemporary practices.

Our conviction is that the hybridization of wine-growing areas is part of a progressive, still incomplete, transformation of the wine tourism model.

Existing initiatives show the beginnings of this shift, but the transition to fully structured living spaces remains limited even within the estates themselves. In a context of changing practices and expectations, this evolution represents a strategic challenge for wine destinations. It allows for a broader audience, strengthens local ties, and fosters the development of more diversified economic models, ultimately proving more resilient to the current crises and challenges facing the sector. It also paves the way for greater differentiation, enabling each location to develop its own identity, linked to its territory, its uses, and its target audiences. Hybridization thus appears as a still-emerging transformation trajectory, but one destined to play a decisive role in the evolution of vineyards.

Are you considering developing your estate or creating a hybrid venue within your wine region? CALICE Hospitality and Wines We will assist you in defining and implementing your project. We would be delighted to discuss it with you.

www.calicehospitality.com