This article introduces a new theory that seeks to explain why people become interested in new experience fields. Interest regime theory is based on sociology and is applied here to the case of modern fruit wine in Denmark. To supplement the theory, the analysis presented here also draws on experiential marketing theory. The empirical research investigates how fruit wine festivals and winery visits are used to promote the new field of modern fruit wine and, through this, local tourism. The findings are based on two wine festivals and winery visits in Denmark, which are studied using a multimethod approach. Producers attempt to create interest for fruit wine and increase sales by creating a fruit wine interest regime, particularly via the festivals. The investigation shows that festivals and winery visits can be means for entrepreneurs to create awareness of and market a new product. However, many visitors at the festivals still did not know how to use or where to purchase fruit wine, and many visitors were driven by other motivational patterns, particularly having a pleasant experience, and local visitors were motivated by supporting the local community. So far, the effect on local tourism seems limited.