New summer campaign invites wineries and wine lovers to rally behind their country – designed so that every producer from an advancing country shares in the moment
June 12, 2026 (San Leandro, CA) — Wine.com, the nation’s leading online wine retailer, this week announced the launch of the Wine Cup, a six-week celebration of the world’s great wine countries running June 11 through July 19, 2026, alongside the FIFA World Cup. The campaign invites wine lovers and producers alike to rally behind their country as sixteen nations compete in a multi-week competition.
Throughout the Wine Cup, countries earn points as fans engage on social media and answer wine trivia on the campaign’s landing page. A live leaderboard tracks each country’s standing, with points resetting at the start of each knockout round – from the group stage (June 11-July 1) through the quarterfinals and semifinals to a final running July 16-19. One country will be crowned champion on July 20.
What sets the Wine Cup apart is its positive-sum design. Rather than positioning brands against one another, the campaign rallies producers and fans around their shared country. As a country advances, Wine.com expands feature visibility for that nation across email, social, editorial, and the campaign landing page – so every advancing country shares in the spotlight.
For wineries and brand partners, the Wine Cup offers a multi-week co-marketing opportunity. Participating brands can rally their audiences behind their country and earn ongoing recognition: weekly social features across Wine.com’s channels, and – for the top brands in each country at the close of the group stage – promotion into their country’s featured “Starting Lineup” for the knockout rounds.
Wine.com will also celebrate a “Golden Grape,” honoring the country whose community engages most throughout the tournament, regardless of which country lifts the Cup. Brands interested in taking part can contact their Wine.com representative.
“The Wine Cup is our love letter to the renowned winemaking countries across the globe,” said Niko Conner, VP of Marketing at Wine.com. “Every bottle tells the story of a place – its land, its people, its traditions. This is our invitation to producers and wine lovers alike to celebrate those countries and wear their colors with pride.”
About Wine.com
Wine.com is the nation’s leading online wine retailer, offering customers the largest selection of wine along with the expertise and service to help them discover and enjoy it. Wine.com connects wine lovers with bottles from the world’s great wine regions and producers, delivered to their door.
