February 26, 2026 — Share Wine Co-Lab invites wineries and industry leaders to register for its first interactive Office Hours session this Friday, February 27. Office Hours are an essential component of the Share Wine Co-Lab, where wine industry players can discuss and test strategies to reach new consumers, and convert them into loyal customers.
Share Wine Co-Lab
The Co-Lab, developed by Wine Institute, is a new collaborative learning hub that equips wineries with tools and resources to better engage an important consumer segment, the “Zillennials.” These 25- to 45-year-olds share core values like authenticity, sustainability, and discovery, yet wine isn’t always visible in their everyday lives. The Co-Lab brings real, practical marketing strategies that integrate wine into these spaces, making it accessible, engaging, and part of everyday life for these consumers.
Through the Co-Lab platform’s webinars and other resources, wineries, and other wine professionals can:
- Access consumer data and insights from industry experts
- Explore new approaches to reaching emerging consumer segments
- Exchange ideas and test strategies alongside peers
Office Hours – Friday, February 27 | 11:00 a.m. PT
Registered wine professionals are invited to join our first interactive Office Hours session this Friday. We’ll answer questions from Webinars 1, 2, and 3, clarify key takeaways, and discuss how to apply the learnings immediately within your organization.
This working session will be led by Honore Comfort, VP of International Marketing at Wine Institute, and Mark Barden, Co-Founder of Eat Big Fish. Bring your questions, challenges, and ideas.
How to Participate in the Co-Lab
- Register for Share Wine Co-Lab (https://wineinstitute.org/news/share-wine-colab) and create your account.
- Watch Co-Lab webinars on demand.
- Sign up to join online Office Hours on Zoom this Friday, February 27
- Stay tuned for upcoming Co-Lab Live! regional events.
Register now and be part of shaping what’s next for wine. For questions, contact Honore Comfort at hcomfort@wineinstitute.org or Katie Canfield at katie@odonnell-lane.com.
About Wine Institute’s California Wine Export Program
The program, a public-private partnership supported by winery contributions and the USDA’s Market Access Program (MAP), features California as an environmental leader with distinctive wine regions, an ideal climate for growing world-class wines, an iconic lifestyle, and a culinary tradition rooted in locally grown products. In addition to marketing and promoting California wine overseas, Wine Institute conducts a comprehensive international public policy program focused on regulatory cooperation, removing trade barriers, and growing California wine exports. For more information go to calwineexport.com or DiscoverCaliforniaWines.com.
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.
