🍷 Ten years of Barolo Week – and the courage to follow your gut feeling

It's hard to believe that ten years have passed since the first Barolo Week.

Back in 2016, we were still the new kids on the block. Even though we were actually old hands in the industry. But at that address, here at Rysensteensgade 16 in Copenhagen, where we are still located, we were unknown, to say the least, and if anyone was to notice us amid all the noise, we had to do something that stood out. Something that was bigger than common sense.

So we took a chance. A huge one.

We invested money we still had to earn in bus advertisements. Two people, one decision. One said, "Honestly, no." The other said, "Let's do it." It led to many sleepless nights, even more (rather loud) discussions—and finally, a yes.

So we did it, took a chance. And it turned out to be one of the best decisions we ever made ❤️

💫 When you dare to trust your instincts

We still don't know how many guests we had back then, because someone saw us on a bus. But we do know that Barolougen was sold out. That people started calling again. Former guests from our old venues in Copenhagen. That something had been set in motion—a mood, a belief that it could be done.

That was when we really understood what it means to follow your gut feeling. To choose the path that may not necessarily seem the wisest on paper, but feels right.

⏳ Ten years later

And here we are. Ten years later. More experienced, yes—but still with the same curiosity, the same love for wine and for those evenings when everything comes together. When people laugh, the scent of truffles mingles with the Barolo in our glasses, and we think... OMG, this is just... so worth it!

How would everything have turned out if we had chosen the safe option back then? We will never know 🌱 But maybe that is precisely the point—that some decisions have to be made based on gut feeling.

🥂 Barolo Week 2025

It's now 2025 🙌🏼 – and Barolougen is back from November 26–29. Four evenings of Barolo, atmosphere, and people who – like us – have a soft spot for wine that makes you pause for a moment.

Ten years later... we're still willing to take a chance – and are actually considering getting back on the buses. That could be fun!🤍

#BaroloWeek #MrBrunello

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