August 17, 2026 — Wine Institute’s Share Wine Co-Lab continues its Summer Office Hours series this Wednesday, August 19, with a session exploring what’s really standing between wine and today’s emerging consumer, and how wineries can identify their own brand strengths to close that gap. Beverage industry strategist Erica Duecy will uncover the needs driving Millennial and Gen-Z consumers, the friction points holding wine back with this audience, and case studies of brands successfully building resonance across generations. The free, interactive session is open to all wine industry professionals and will be followed by an online workshop on September 2 at 11:00am Pacific Time.
WHO: Erica Duecy, founder of Business of Drinks and a leading beverage industry digital and content strategist, on what’s driving growth in today’s beverage market and how wineries can find their own path to connect with younger consumers.
WHEN: Wednesday, August 19 | 11 a.m.–12 p.m. Pacific Time
Finding Your Brand’s Opportunity with Today’s Drinkers with Erica Duecy
Register here.
Wednesday, September 2 | 11 a.m.–12 p.m. Pacific Time
Interactive Beverage Strategy Workshop
Participants will put strategies and insights from the August 19 session into practice
Register here.
WHERE: Both sessions take place online via Zoom. Register at the 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 to 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.
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.
