Wine Institute Launches the Share Wine Co-Lab to Help the Wine Community Connect with a New Generation of Wine Consumers

Innovative Learning Hub Creates Collaborative "Marketing Masterclass" for Wineries

SACRAMENTO, Calif. - Wine Institute today has announced the launched the Share Wine Co-Lab, a new online resource designed to help wine professionals better understand and connect with the next generation of wine drinkers. Developed after more than a year of consumer research and creative collaboration, the platform offers wineries practical tools, expert insights and interactive learning opportunities to engage today's consumers in fresh, relevant and authentic ways.

While many in the industry have acknowledged the challenge of connecting with younger legal drinking age adults - particularly the 25- to 45-year-old segment spanning Gen Z and younger Millennials - research shows this generation holds many of the same values that define wine itself: authenticity, sustainability and a love of discovery. The Share Wine Co-Lab bridges that alignment by offering a space for wineries to better understand this audience, test new approaches and learn together as a community.

"The wine community has always been about collaboration. When we're met with a challenge, we work together to solve it," said Robert Koch, president and CEO of Wine Institute. "The Share Wine Co-Lab embodies that same philosophy. It's a space where vintners and other wine professionals can explore consumer insights, exchange ideas and learn from experts as well as each other."

The platform addresses one of the most pressing questions facing the industry today: how to make wine relevant to younger legal drinking age adults who are distracted by today's digital world and whose experiences differ from previous generations. Research conducted by Wine Institute found that these "Zillennial" consumers are curious about wine and drawn to its values; however wine is not visible enough in their lives and where they spend their time both online and in real life. This paradox creates both a challenge and an opportunity for wineries ready to evolve their storytelling and shift their approach to reach consumers.

The Share Wine Co-Lab was built to turn that opportunity into action through collaborative, results-oriented learning hub organized into three sections:

EXPLORE: A series of short, webinar-style videos that break down marketing strategy, media consumption and audience trends into practical and useful insights and easy-to-apply takeaways. Each session encourages participants to think critically about what the research means for their brand and how to put those insights into practice. This section also includes a collection of resources and references for wineries to use as they develop their own marketing and communications plans.

TEST: Examples of creative concepts and pilot activations that put the insights to work connecting wine with new audiences, including examples of how Wine Institute is applying these learnings within its own international marketing work.

SHARE: An open invitation for wineries and industry partners to exchange ideas, ask questions and contribute experiences that will inform the evolution of the Co-Lab.

Through interactive Office Hours webinars and Co-Lab Live in-person events, wine professionals can join live sessions to dive deeper into topics ranging from digital storytelling to influencer engagement, ask questions directly to experts and collaborate with peers. Over time, these conversations will evolve into a continuous learning series focused on supporting individual wineries while enhancing the industry's ability to connect with today's consumers.

"Our industry has always been strongest when we work together," Koch added. "Through Share Wine Co-Lab, we can collaborate across regions, generations and perspectives to engage new audiences and ensure a strong future for wine."

Share Wine Co-Lab reflects Wine Institute's commitment to fostering shared growth and innovation across the wine community. The platform is free and available to all wineries and wine professionals here. Wine Institute members can log in using their existing credentials, while non-members can create a free account to access the full library of insights, webinars and tools. By opening the doors to shared learning and innovation, Wine Institute aims to strengthen the collective ability of the industry to grow and thrive together.

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About Wine Institute
Established in 1934, Wine Institute is the public policy advocacy group of more than 1,000 California wineries and affiliated businesses that initiates and advocates state, federal and international public policy to enhance the environment for the responsible production, consumption and enjoyment of wine.