Share Wine Co-Lab | Wine Institute

Introducing Field Notes
Catch up on important takeaways we learned “from the field” during recent Office Hours and Co-Lab Live events.

Explore Field Notes

SHARING WHAT WORKS, POURING WHAT’S POSSIBLE

Welcome to the Share Wine Co-Lab. We’re glad you’re here. This is where the industry comes to get better at connecting with today’s drinkers. Practical ideas, real-world examples, and a space for our community to share and learn together.

Let’s get started:

Step 1: Join Office Hours

Get involved. Ask questions, share challenges, and learn from others during our regular online sessions and in-person Co-Lab Live! events.

Step 2: Watch a Webinar

Eight short modules—start at the beginning and move through fast. Download tools and put them to work.

Step 3: Test the Ideas

Try it yourself using creative examples and frameworks. Adapt them to your brand or market.

Step 4: Share with Us

Tell us what’s working (and what’s not), and check out our Field Notes for latest insights and updated.

Office Hours

These interactive sessions are where we as wine industry players can collaborate and test strategies to reach new customers. Check out upcoming dates below for online sessions and watch for Co-Lab Live! in-person events to take place throughout the year.

July 30, 2026

Workshop session, putting ideas to work

11:00 a.m.-12:00 p.m. PT

August 19, 2026

Special guest Erica Duecy, Business of Drinks

11:00 a.m.-12:00 p.m. PT

September 2, 2026

Workshop session, putting ideas to work

11:00 a.m.-12:00 p.m. PT

Webinars

Start here. Watch quick, insight-packed videos and download ready-to-use resources and actionable takeaways. Whether you’re just getting started or looking to level up, this section is full of ideas worth exploring.

1. Introduction

Watch Takeaways

2. Why Cultivate Togetherness

Watch Download Deck Takeaways

3. Who Are These People

Watch Download Deck Takeaways

4. Zillennial Media Habits

Watch Download Deck Takeaways

5. The Power Of Community

Watch Download Deck Takeaways

6. Unpacking The Narrative

Watch Download Deck Takeaways

7. Creating A Media Plan

Watch Download Deck Takeaways

8. Creative That Grabs Attention

Watch Takeaways

Tools and Templates

More tools and templates to help you put these ideas to work. Pulled from the webinars, these documents help you activate your own marketing plans, while remaining aware of important advertising guidelines.

What We’re Testing

Step into our test kitchen for a sneak peek at what’s simmering.

Here we’ll share insights gleaned from our own adventures activating the Share Wine strategy globally, starting with a fresh new look and feel. It’s early days, but we’re excited about this direction and look forward to sharing what we learn, just as we hope you will share your experiments and key learnings with this community.

Creative Gallery

A first look at our campaign for international markets.