I was so fortunate when I studied in Florence, Italy last year because I was able to see the opening of the annual Florence Wine Event. The festival featured some of the best wines of the nearby Chianti region.
The ceremony started with a parade of men dressed in the typical Renaissance costume of Tuscany. They marched toward the Palazzo Pitti and then began a very interesting perfomance with flags and music. Once satisfied with all that flag-throwing, kibitzers could get a total of 16 glasses of wine for only 15 euros (if I remember it correctly), in makeshift stations ceded to Chianti's most outstanding winemakers. You gotta love Florence for this, really.