Paint and sip

The paint and sip industry is a set of experience-based businesses that hire professional artists to provide step-by-step instructions to reproduce a pre-selected work of art while they drink wine or other beverages. When class attendees finish, they get to keep their creations.

Business model
Paint and sip studios are mostly franchises,  and the industry has steadily increased in popularity since 2012.

The typical paint and sip business offers group painting classes that last for 2–3 hours. Customers are encouraged to bring their own beverages (BYOB), or purchase them if the studio has a liquor license.

The classes are heavily marketed to women as a "girls' night out" experience.

History
In 2002, Wendy Lovoy opened her first art gallery and studio, Art Is…, in Birmingham, Alabama, offering private art classes for both children and adults. As a professional artist, Lovoy found that painting quickly helped her tap into her creativity without overthinking small details. This method allowed her to create art more freely, as seen in her notable works like the 2009 Jazz Collection, completed in just 72 hours across 30 canvases.

Noticing her students facing similar struggles with overanalyzing their work, Lovoy introduced a new approach where adult students painted swiftly, completing pieces in just 15 minutes. The success of this method led to an expansion of classes, welcoming beginners to join two-hour sessions painting while enjoying wine-marking the beginning of the paint and sip industry. Initially monthly, the classes quickly shifted to a weekly schedule to accommodate growing demand.

Lovoy's innovative teaching methods revolutionized art instruction for adults, resulting in the establishment of Sips n Strokes, Inc in 2004. By offering step-by-step guidance in a relaxed BYOB setting, Lovoy aimed to make art accessible and enjoyable for all. In 2008, she began franchising Sips n Strokes Studios, with the first franchise opening in Tuscaloosa, Alabama in 2009, paving the way for more to follow. Her commitment has driven significant achievements, impacting thousands of individuals and conducting hundreds of thousands of classes, ultimately reaching over 5 million students since the company's inception in 2003.

Painting with a Twist
In 2009, Cathy Deano and Renee Maloney founded Painting with a Twist in New Orleans, Louisiana. /> Painting with a Twist acquired rival franchise Bottle & Bottega in 2018. In 2020, Painting with a Twist bought Color Me Mine (a paint-your-own pottery franchise) and Chesapeake Ceramics (a ceramics supplier), forming the parent company Twist Brands and making it a $100 million company. In 2015, it cost roughly $100,000 to open a Painting with a Twist franchise.

Pinot's Palette
In 2009, Beth Willis, Charles Willis, and Craig Ceccanti founded Pinot's Palette in Houston, Texas. The company started franchising in 2010, offering franchisees three different formats for the business — a BYOB model, a bar model, and a retail studio model. In 2015, it cost $80,000–$170,000 to open a Pinot's Palette franchise.

Wine and Design
In 2010, Harriet Mills founded Wine and Design in Raleigh, North Carolina. The company started franchising in 2011. In 2015, it cost $35,000–$83,000 to open a Wine and Design franchise.

Paint Nite
In 2012, Dan Hermann and Sean McGrail founded Paint Nite in Boston, Massachusetts. Unlike other paint and sip companies, Paint Nite operates out of already existing bars and local venues through a licensing business model, not a franchising model. Therefore, they have no franchise fees but offer a revenue share model instead.

ArtMoment
In 2020, during the covid pandemic, Polina Burková, Egor Nefedov and Jaroslav Kevin Peterka founded the experiential painting ArtMoment in the Czech Republic.

Wine Gogh Academy
In Barcelona's Gracia district redefines art education with its diverse curriculum that appeals to both beginners and advanced artists. Specializing in acrylic painting, it offers courses in traditional and fluorescent techniques, emphasizing creativity and individual expression. Founded in 2022, the academy quickly became a cultural hub, fostering a community of artists and enthusiasts through workshops, exhibitions, and collaborative projects. Among its innovative offerings, the "paint and sip" classes stand out, blending the enjoyment of wine with painting in a relaxed atmosphere, making art accessible and enjoyable for all. Wine Gogh Academy is more than an educational institution; it's a movement towards democratizing art, proving that y knows no bounds.

Challenges in the industry
Because the format of paint-and-sip classes depends on how new the experience is, it can be hard for businesses in this field to get customers to come back. To address this challenge, many businesses plan themed events, including holiday, pet portrait painting sessions, nudist male model nights for bachelorette parties and singles nights, and erotic nights for couples.

As for many other public gathering spaces, paint and sip companies faced waning interest and significant financial challenges due to the COVID-19 pandemic. By November 2020, the number of Painting with a Twist franchises decreased from 350 to below 300 due to rolling economic shutdowns. Because of this, many of these businesses also hold online "paint and sip parties".