Experiences are a core focus for Avaline.
Giesen 0 % alcohol-removed wines include New Zealand sauvignon blanc, pinot grigio, rosé, riesling, premium red blend, sparkling brut and chardonnay.
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 really 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-the-glass 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 Gekkeikan to be leaders in education of the category as well as consumer experiences,” says Edwards.
“ We had a strong focus in 2025 on more tastings and educational consumer experiences so that more people can explore the category with more confidence.”
Gekkeikan aims to bring more education and experimentation to the sake category through engaging consumer events, and trial, Edwards says.“ Our goal is to make sake consumers as comfortable ordering sake as they are with wine. We also want to focus education to restaurants and retailers so their staff is empowered to talk about sake in an engaging way with consumers.”
Duckhorn equipped its distributor and retail partners with enhanced education assets, programming and storytelling tools to deepen their engagement with its wines, says Salmon.“ For consumers, we activated a broad, integrated approach combining national media, strategic partnerships and immersive experiences.”
PROSECCO STILL PERKS
Prosecco remains a strong performer in the U. S. for many brands.“ At the core of Mionetto is innovation, and we are proud to continue to innovate the prosecco category across the North Americas,” says Ceola.
Avaline launched a low-sugar prosecco ahead of the 2025 holiday season, and it quickly became one of the top−10 selling proseccos at Target and the fastest-selling single-bottle release in Avaline’ s DTC history within its first 30 days, Purcell says.“ It also drove strong repeat behavior, with more than one in four customers purchasing again.”
For Trinchero’ s Avissi prosecco brand,“ One key growth driver was performance in national and regional on-premise accounts, where partners have successfully leveraged Avissi ' s consistent quality, versatility, and food-friendliness to drive incremental business,” says Wohld.
Avissi programming around spritzes and prosecco-based cocktails, brunch, celebrations, New Year’ s Eve and poolside moments helped reinforce prosecco’ s role as an accessible, celebratory wine for both everyday and special occasions. These activations translated well across both on-premise and off, she says.
Value-driven premiumization and“ treat” culture is also driving purchases, Wohld adds.“ Consumers continue to look for wines that feel elevated yet accessible, and for easy ways to add a bit of fun and celebration to daily life.” • www. beveragewholesaler. com Summer 2026 • Bevearge Wholesaler 17