On Sunday, February 24, the inaugural Wückfinter will bring food trucks, music, and adult beverages to the parking lot of Ray’s Wine & Spirits. From noon to (at least) 5 p.m., Ray’s parking lot will be tented off to accommodate upwards of 1,000 guests. There will be a total of 18 beers from 3 Floyds Brewing on tap outside, upstairs at Ray’s Growler Gallery, and at a pop-up bar at the business’ new event space. The parking lot will also host food vendors, including Aaron Patin from Iron Grate, and a food truck operated by 3 Floyds chef Cole Ersel (a Milwaukee expat, formerly of Wolf Peach). Musical entertainment will be provided by 3 Floyds brewers, who will make the trip up from Munster, Indiana to curate a playlist that will serve as Wückfinter’s soundtrack. All that and a winter clothing collection for the Milwaukee Rescue Mission (with an emphasis on donations of new men’s undergarments and gently used or new women’s and children’s socks and pajamas.)

Phew. So what better way to prepare for the late-February revelry than by revisiting some ridiculous Ray’s Wine & Spirits videos? For the past few years, employees of the Wauwatosa bar and liquor store have gone above and beyond with their “Ray’s TV” clips, turning even the most mundane bourbon primer into a surreal, zany, and sitcom-riffing romp. There goes the “Rayborhood,” indeed.

“It’s the holidays!”

And here’s that bourbon primer:

There’s plenty more at Ray’s Facebook page, including some promos for Wückfinter itself. See you Sunday!