RISING STAR
Mionetto in early 2025 boosted its alcohol-removed range with Aperitivo alcohol free.
nity to enjoy a zero-proof version of their favorite spritz. We also introduced an Aperitivo co-pack featuring our alcohol-removed sparkling wine and Aperitivo alcohol free so everything you need was bundled together.”
WHITE STILL HOT
Crisp, aromatic white wines are undeniably a consumer favorite, Wohld says.“ Strong category tailwinds have helped Echo Bay as sauvignon blanc— particularly from New Zealand— continues to outperform within the white wine category.”
It also helps that sauvignon blanc remains one of the most listed white wine varietals on U. S. restaurant wine lists, she adds.
Oak Ridge Winery has introduced a chardonnay to the OZV portfolio,“ where we hope to leverage the brand’ s growth and recognition to capture more consumers,” Styron says.“ It is still in the trial phase with Safeway, but so far the feedback is promising.”
Though Decoy’ s legacy lies in cabernet, Caplan says,“ we see an opportunity to focus even further on our whites in the years ahead— sauvignon blanc and chardonnay— which continue to outperform with consumers.”
EVENTS, PROMOTIONS AND PARTNERSHIPS
Experiences are a core focus for Avaline, says Purcell.“ From immersive consumer events to in-market tastings at key industry moments like the South Beach Wine & Food Festival and New York Food & Wine Festival, we’ re creating opportunities for people to engage with the brand in real life.”
Strategic partnerships and events have been especially impactful, driving trial, 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 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 www. stateways. com Summer 2026 • StateWays 43