Beverage Dynamics Summer 2026 | Page 30

WINE RESILIENT BRANDS( 000 9-Liter cases)

RESILIENT BRAND

Duckhorn Vineyards Duckhorn Wines 292 301 3.1 % OZV Oak Ridge Winery 120 141 17.8 % Yealands Palm Bay International 70 80 14.3 % Old Soul Oak Ridge Winery 40 44 9.5 % Lombardo Shaw-Ross Int ' l Importers 31 33 6.5 % Invivo X by SJP Palm Bay International 31 32 3.2 %

Source: The Beverage Information Group ' s 2024 Industry Overview Handbook( P) Preliminary

expanding its audience and reinforcing what sets Avaline apart in the wine category, she says. Some of Avaline’ s most meaningful recent partners include Crown Affair, Moda Operandi, Anthropologie Weddings and ROE Caviar.

Experiential activations played a key role for FRE, Wohld says.“ By engaging consumers at cultural touchpoints, such as music festivals, film festivals and curated membership communities, we met consumers in moments that aligned naturally with moderation and balance. In-store support and targeted promotions helped convert that awareness into repeat purchase.”

In summer 2025, Decoy was named the exclusive official wine partner for the Television Academy ' s 77th Emmy Awards season.“ In tandem with the announcement, we launched Decoy ' s new brand platform,‘ Pour to What ' s Possible,’ designed to connect with consumers on an emotional level and positioning Decoy as a catalyst for moments of personal progress, sparking connections and chasing new possibilities,” says Caplan.“ This platform was supported by the brand’ s largest marketing investment to-date across television, social media, influencer and programmatic digital.”

Participation in major wine and spirits events across the U. S., combined with strategic influencer partnerships, has been key for The Pale, says Yahney.“ The Pale has taken a true grassroots approach to building awareness— meeting consumers where they are and creating authentic moments around the brand.”

Mionetto executed its Mionetto Salone immersive Italian experience program at SXSW.“ We returned to Belmont and Saratoga with the New York Racing Association, and continued our social media and marketing programs to further reinforce our Italian roots, heritage and winemaking,” Ceola says.“ We do not see consumers turning away from spritz culture, so we will continue to activate in markets across the country where we can bring the Mionetto spritz to life,” he notes.

Seaglass’ s success has been fueled by highly visible, retail-first programming paired with experiential activations and intentional digital dialog that bring the brand to life, Wohld says.“ Seasonal campaigns like our summer‘ Coast is Calling’ program helped us win during peak consumption moments, while partnerships with organizations like Surfrider and the US Open of Surfing reinforced our authentic connection to the coast and drove meaningful consumer engagement.”

Echo Bay expanded its oyster-forward lifestyle platform, activating hyper-local promotions such as oyster happy hours, seafood pairings and seasonal sauvignon blanc features that resonate with restaurant and wine bar partners.“ Sweepstakes and seafood cross-merchandising initiatives further supported incremental sales and seasonal relevance, particularly during peak spring and summer occasions,” says Wohld.

Oak Ridge Winery has a full portfolio push in March to align with Women’ s History Month,“ where we promote our brands and winery as women-led and women-made across various channels— retail, social, digital,” says Styron.“ This re-

OZV is Oak Ridge Winery’ s largest brand.

RISING STAR

Decoy’ s legacy lies in cabernet.

ally helps set the cadence for the year, and while we see a bit of a dip in the summer, we pick it up again in the fall with our OZV Halloween campaigns, Old Soul’ s‘ Pour the Thanks’ promotions, and Maggio’ s focus on by-theglass features during fall menu resets.”

EDUCATION AND STORYTELLING

Highlighting the legacy of Sacha Lichine and the family heritage behind Whispering Angel has been an important part of the story for The Pale, Yahney says.“ Leaning into that pedigree has strengthened brand recognition and reinforced The Pale’ s credibility in a crowded rosé space.”

In the emerging sake category,“ it is incumbent upon both Shaw-Ross and

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