July 14, 2026 — Wine Institute’s Share Wine Co-Lab will host a four-part online Summer Office Hours series to help wineries respond to shifting consumer preferences and strengthen connections with a new generation of legal drinking age (LDA) wine consumers. Expert-led sessions are paired with interactive workshops, giving participants practical strategies for influencer marketing, digital content, consumer engagement and business growth. The series is free and open to all wine industry professionals.
WHO:
Isis Daniel, creator of The Millennial Somm and one of wine’s most influential TikTok creators, on influencer partnerships and authentic digital content
Erica Duecy, founder of Business of Drinks and a leading beverage industry digital and content strategist, on the trends driving growth in today’s beverage market
WHEN:
Thursday, July 16 | 11 a.m.–12 p.m. PT
Influencer Marketing Bootcamp with Isis Daniel, The Millennial Somm
Register here.
Thursday, July 30 | 11 a.m.–12 p.m. PT
Interactive Influencer Marketing Workshop
Participants will learn to put strategies from the July 16 session into practice
Register here.
Wednesday, August 19 | 11 a.m.–12 p.m. PT
What’s Driving Growth in Today’s Beverage Market with Erica Duecy, Founder of Business of Drinks
Register here.
Wednesday, September 2 | 11 a.m.–12 p.m. PT
Interactive Beverage Strategy Workshop
Participants will learn to put strategies from the August 19 session into practice
Register here.
WHERE:
All sessions take place online via Zoom. Register at the newly redesigned Share Wine Co-Lab website: calwinexport.com/share-wine. Not yet a Co-Lab member? Create a free account, explore on-demand webinars and resources, and register for upcoming sessions through the Co-Lab’s Office Hours calendar of events.
About Share Wine Co-Lab
Share Wine Co-Lab, developed by Wine Institute, is a collaborative learning hub that equips wineries with tools, resources, and peer exchange to better engage the “Zillennial” consumer segment—adults ages 25–45 who share values of authenticity, sustainability, and discovery. The Co-Lab offers on-demand webinars, downloadable tools, and regular Office Hours sessions where wine industry professionals can put ideas into practice.
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
Wine Institute is the public policy voice of California wine. Founded in 1934 and representing nearly 1,000 wineries and affiliated businesses, the organization advocates at the state, federal and international levels for policies that support the responsible production, consumption and enjoyment of wine. Its California Wine Export Program extends that mission globally, driving international market development on behalf of participating members.
