THEY say it "spins the traditional wine tasting event on its head", just as surely as your own will be when you are in the gutter, like Oscar Wilde, waiting for that Delta ringback.
And while the Camp and Furnace's Hip Hop Wine Shop marathon no doubt has far cooler aspirations than that, even the most vino-tolerant sophisticate could come unstuck when skateboards and reckless tattoo decisions are thrown into the heady mix.
This is what is on the table. "As part of Camp and Furnace’s Curious Community programme of events for 2015, The Hip Hop Wine Shop spins the traditional wine festival on its head, remixing it with an urban vibe for the new year," it says here.
"This is a democratic wine event... no stuffy chateaux – with over 100 wines to taste."
Expect to find wine traders rubbing shoulders with graffiti artists, BMX and skateboarders, scratch DJs, footwear sellers, tattooists, vinyl junkies and street food sellers at the cheeky six-hour afternoon beano on Saturday February 7.
Like a beer festival, you pay an entry fee, get a glass etc and off you go with a £5 discount voucher against three or more bottles purchased.
Temporarily interrupting the glug, glug glug will be industry speakers such as wine critic and Sunday Express columnist Joe Wadsack and Rufus Carter, “Pate-Pioneer” from The Patchwork Traditional Food Company.
Also giving a talk is Dan Harwood, whose professional title is "freelance wine educator". Ever felt like you were in the wrong game?
*Hip Hop Wine Shop, Camp and Furnace, Greenland Street, L1, Saturdat February 7, noon to 6pm. Ticket £12 + fee includes £5 discount voucher off three bottles or more of wine purchased from traders on the day of the event plus tasting glass, tasting notes.