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Introducing the Share Wine Co-Lab

Your new space to explore insights, test ideas and share what works

Many of today’s 25- to 45-year-old consumers share wine’s core values of authenticity, sustainability and discovery, yet wine isn’t always visible in their everyday lives. That gap has become one of the biggest challenges and opportunities of our time.

That’s why Wine Institute created the Share Wine Co-Lab, a new online resource to help our wine community meet this moment together. It’s a place where wineries can explore what drives today’s consumers, test new ideas and tap into insights, tools and inspiration to connect with the next generation of wine lovers.

The Share Wine Co-Lab is a collaborative learning hub for the wine community where visitors can learn from experts and each other. The content is organized into three sections designed to make learning actionable and ongoing:

  • EXPLORE: Bite-sized videos that break down what drives today’s consumers and how to reach them.
  • TEST: Real-world examples and creative pilots that put research into action.
  • SHARE: A space for wineries and industry partners to exchange ideas, ask questions and keep the conversation going.

Through interactive Office Hours, wine professionals can join live virtual sessions to dive deeper into topics like digital storytelling, influencer engagement and consumer trends. These sessions are a chance to ask questions directly to experts, exchange ideas with peers and put insights into practice together. Join us during one of these first sessions:

“The wine community has always been about collaboration. When we’re met with a challenge, we work together to solve it. The Share Wine Co-Lab embodies that same philosophy,” said Robert Koch, president and CEO of Wine Institute. “Through the Share Wine Co-Lab, we can collaborate across regions, generations and perspectives to engage new audiences and ensure a strong future for wine.”

Wine Institute and Export Program members can log in using their existing credentials here to start exploring.

Read the press release here.