Home Industry News Releases JaM Cellars Expands Music Festival Sponsorship Footprint Nationwide in 2024

JaM Cellars Expands Music Festival Sponsorship Footprint Nationwide in 2024


Napa, CA (February 20, 2024) – JaM Cellars, producers of best-selling wines including Butter Chardonnay, announces their official wine sponsorship of six premier music festivals throughout the United States in 2024. In addition to their eight-year Presenting Sponsorship of BottleRock Napa Valley, JaM Cellars has entered new partnerships with Innings Festival and Extra Innings Festival, Arizona; SunFest, Florida; Carolina Country Music Fest, South Carolina; Lakefront Music Festival, Minnesota; and Pitchfork Music Festival, Illinois. 

JaM Cellars’ wine sponsorship of these festivals underscores their commitment to bringing together the worlds of wine and music in unforgettable settings for wine lovers and live music fans nationwide. Since the brand’s early beginnings in 2008, JaM Cellars’ identity has been closely linked to music and has continued to expand both at the JaM Cellars Wine & Music Studio and JaM Cellars Ballroom in downtown Napa; and online through JaMHappyHours live streamed on FB and Youtube; and Summer Festival JaMs Radio on iHeartRadio. And now, at more music festivals across the country than ever before.

“Our relationship with live music started small and organically and has grown significantly with the brand over the past decade.” said John Anthony Truchard, Founder and CEO JaM Cellars. “JaM Cellars has been Presenting Sponsor of BottleRock Napa Valley since 2016; multi-year, exclusive wine sponsor at OHANA Music Fest; and sponsored several other music festivals and music venues over the years. Expansion of our festival strategy in 2024 means meeting more wine lovers than ever before against a backdrop of world-class music performances by artists including Red Hot Chili Peppers, Chris Stapleton, Third Eye Blind, Morgan Wallen, Carrie Underwood and more.”

Throughout the coming year, JaM Cellars is excited to share their easy-to-love line up of quality wines Butter Chardonnay, Butter Cab and Butter Bubbles with festival-goers in the electrifying atmosphere of live music at the following festivals: 

“Having our wines at music festivals works on many levels—connecting with wine lovers in a fun setting and creating lasting memories that become associated with sipping our easy-to-love Butter wines. The association sets us apart and creates long term value and demand among non-traditional wine drinkers” said Sarah Montague, CMO JaM Cellars. “Our team is passionate about capturing and amplifying every brand moment to stay fresh, relevant and top of mind. I’m excited to see the impact of our most extensive festival schedule to date.”

Sign up for The Scoop and follow @JaMCellars on FB and IG for up-to-the-minute news on their festival sponsorships, as well as opportunities to win passes and experience world-class music performances by headliners and emerging talent all year long.

For more information on JaM Cellars, their music partnerships, and their participation at festivals throughout the year, please visit www.JaMellars.com/music

About JaM Cellars

JaM Cellars is all about easy-to-love, every-day wines. Made by Napa Valley vintners John and Michele Truchard (the “J” and “M” in JaM), the JaM Cellars portfolio features Butter by JaM Cellars—including Butter Chardonnay, Butter Cab, and Butter Bubbles—along with JaM Cabernet, Toast Sparkling, and Sugar Sweet White. All these wines are rich, bold, luscious and live up to their names. Butter Chardonnay melts in your mouth, JaM Cabernet is berry-licious, Butter Cab is silky smooth, Toast Sparkling is a juicy celebration, Butter Bubbles is a bright and creamy bubbly, and Sugar Sweet White plants just a kiss of sweetness. Butter Chardonnay is also available in fun, grab-and-go, single-serve 250ml ButterCans—each about a glass and a half, also available in a 4-pack. JaM Cellars wines are meant to be enjoyed anytime—whether it’s a special occasion or every-day celebration. This year, Butter Chardonnay, one of the bestselling chardonnays in the U.S. over $13, was recognized as an Impact Blue Chip Brand award winner for 10 years of consecutive growth. Check out JaM Cellars on Facebook and Instagram @jamcellars #JaMCellars or JaMCellars.com.



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