Aug 31 – Sep 27, 2026 Past campaign

California Wine Month Toolkit

Pour Outside the Lines: ready-to-post assets, captions and Canva templates for every week of California Wine Month.

Join the Conversation

This September, let’s Pour Outside the Lines and celebrate all the ways California wine fits into real life.

Think unexpected pairings, new ways to experience wine country and everyday moments worth pouring for. There’s no single “right” way to enjoy California wine — and no single way to join the campaign.

New themes and resources will roll out throughout September, so keep coming back for fresh ways to participate.

Make Some Noise

The goal isn’t just to post — it’s to get people talking.

Ask a question. Tag a fellow winery, region or local business. Share someone else’s take. Put your own spin on the theme.

And tag @California.Wines so we can find and amplify your content.

Use #CaliforniaWineMonth and #PourOutsideTheLines to join the statewide conversation.

Ready? Pick a theme and Pour Outside the Lines. 🍷

Pick a theme. Grab what you need. Make it yours.

Each week we give you the tools to jump in your way. Have five minutes? We’ve got something you can post. Have a great story to tell? Even better.

  1. Use it

    Download our ready-to-post social assets and copy. No customization needed.

  2. Make it yours

    Customize our Canva templates and copy with your own photos, branding and personality.

  3. Create your own

    Use the weekly theme, prompts, key messages and inspiration to create something completely original.

The Assets

5 groups · 28 posts. Open a group to see its posts.

9 Instagram · 3 resources

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9 posts
Unhinged Wine Pairing Carousel

Instagram Square · Carousel

yourwinery
yourwinery

Forget your personality test. Tell us what you’re eating with your California wine. 🍷👀 Sparkling + fried chicken? You contain multitudes. Albariño + dill pickles? You commit to the bit. Pinot Noir + a chili dog? Visionary behavior. Cabernet + animal-style fries? Subtlety was never the assignment. Swipe to find the pairing that feels suspiciously like you. → And if we missed yours, even better. Drop your most unhinged-but-absolutely-works California wine pairing below. @California.Wines #CaliforniaWineMonth #PourOutsideTheLines

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Hear Me Out...Snack Pairing Static Post 1

Instagram Square

yourwinery
yourwinery

If your snack drawer had a wine list… 👀🍷 Sauvignon Blanc + mac & cheese? Chardonnay + white cheddar popcorn? Zinfandel + Takis? Match yours, try it, and report back. Bonus points if the pairing sounds slightly questionable and tastes completely right. What’s your “hear me out” California wine pairing? @California.Wines #CaliforniaWineMonth #PourOutsideTheLines

Hear Me Out...Snack Pairing Static Post 2

Instagram Square

yourwinery
yourwinery

Hear me out… your wine might have a snack soulmate. 👀🍷 Albariño + Tajín mango. Rosé + Funyuns. Pinot Noir + spicy nacho chips. Chenin + dill pickle chips. A little salty. A little spicy. Definitely outside the lines. Which snack match are you trying first? @California.Wines #CaliforniaWineMonth #PourOutsideTheLines

Hear Me Out...Snack Pairing Story 1

Instagram Story

yourwinery now

Overlay text & stickers

Frame 1 Overlay Copy: Find your snack match. 🍷 Screenshot it. Make your matches. Then tap for ours → Frame 2: DID WE MATCH? @California.Wines

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Hear Me Out...Snack Pairing Story 1

Instagram Story

yourwinery now

Overlay text & stickers

Frame 1 Overlay Copy: FIND YOUR SNACK MATCH 🍷 Screenshot + draw the lines. Then at the bottom: No overthinking. Go with your gut. → Frame 2 Overlay Copy: DID WE MATCH? 👀 Then at the bottom add an emoji slider: How wild are these? 🍷————————🤯 Frame 3: Add question sticker: Build your own: 🍷 ______ + 😋 ______ @California.Wines

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Pairing Plot Twist Static Post 1

Instagram Square

yourwinery
yourwinery

Zinfandel with BBQ chips. Rosé with fried chicken. Chardonnay with elote. Sometimes the combination that sounds a little questionable on paper is the one you can’t stop thinking about. The point isn’t to get it “right.” It’s to get curious. What’s your California wine pairing plot twist? @California.Wines #CaliforniaWineMonth #PourOutsideTheLines

Pairing Plot Twist Static Post 2

Instagram Square

yourwinery
yourwinery

Potato chips and sparkling wine. Riesling and Thai takeout. Pinot Noir and sushi. Unexpected? Yes. Delicious? Also yes. This California Wine Month, we’re giving the pairing playbook the night off. Start with a food you already love, pour a California wine and see where the plot takes you. You might just find a new favorite. Which one are you trying first? @California.Wines #CaliforniaWineMonth #PourOutsideTheLines

Pairing Plot Twist Story 1

Instagram Story

yourwinery now

Overlay text & stickers

Top overlay: Which plot twist are you trying? 👀 Or use a Question sticker: Drop your wildest wine + food combo ↓ @California.Wines

Pairing Plot Twist Story 2

Instagram Story

yourwinery now

Overlay text & stickers

Top overlay: Hear us out… 🍷 Add poll: Sparkling + donuts? I’m in 🥂 / Need convincing 👀 @California.Wines

5 Instagram · 3 resources

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5 posts
I Went Wine Tasting But Discovered... Static Post 1 (This is your opportunity to highlight what makes visiting your winery or business special. See Canva Graphic Templates to Customize)

Instagram Square · Carousel

yourwinery
yourwinery

You came for the wine. Then you found [a sculpture garden / harvest in action / the winery dog / live music / ______]. The moments you remember aren’t always the ones you planned. Sometimes the best part of a visit is something you didn’t know was there. What have you discovered at a winery that you weren’t expecting? #CaliforniaWineMonth #PourOutsideTheLines @California.Wines - OR- POV: You went wine tasting and discovered [________]. That’s the thing about a winery visit. The tasting might be where you start, but it doesn’t have to be the whole story. What’s your best “I didn’t know they had that” winery discovery? #CaliforniaWineMonth #PourOutsideTheLines @California.Wines

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I Went Wine Tasting But Discovered... Story 1 (This is your opportunity to highlight what makes visiting your winery or business special. See Canva Graphic Template to Customize)

Instagram Story

yourwinery now

Overlay text & stickers

Follow any of these story images with one of the following: Question sticker: What’s the most unexpected thing you’ve found at a winery? Poll: Come for the wine, stay for… The view / The unexpected Poll: Would you add this to your visit? Absolutely / Already did Question sticker: What do you want to discover here next?

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Wine Country Side Quest Carousel (See Canva Graphic Templates to Customize)

Instagram Square · Carousel

yourwinery
yourwinery

Wine tasting is the plan. The side quests are half the fun. Farmstand. River float. Hot-air balloon. Local art. The best part of the day might not be on the itinerary. Swipe for a little inspiration, then tell us: What’s your favorite wine country side quest? #CaliforniaWineMonth #PourOutsideTheLines @California.Wines -OR- Start with the tasting. Leave room for the detour. Our current wine country side quest: [________]. What’s yours? #CaliforniaWineMonth #PourOutsideTheLines @California.Wines

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How It Started vs How It's Going Static Post 2 (This is a before-and-after moment that tells your winery’s unique story. See Canva Graphic Templates to Customize)

Instagram Story

yourwinery now

Overlay text & stickers

That glass started long before the cork came out. How it started: [5 a.m. in the vineyard / harvest bins filling up / our first block of vines / __]. How it’s going: [____]. The pour is the payoff. But the vineyard, cellar and people behind it are part of the story, too. #CaliforniaWineMonth #PourOutsideTheLines @California.Wines -OR- The finished product gets the glamour shot. We thought you might like to see the before. How it started: [____] How it’s going: [____] A lot happens before wine makes it to your glass. Here’s a little look behind ours. #CaliforniaWineMonth #PourOutsideTheLines @California.Wines

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How It Started vs How It's Going Story 2 (This is a before-and-after moment that tells your winery’s unique story. See Canva Graphic Templates to Customize)

Instagram Story

yourwinery now

Overlay text & stickers

Option third story frame image can include: Copy: A lot happens before the pour. What would you want to see behind the scenes? Poll options could be: Harvest / Cellar Vineyard / Winemaking Show me the grapes / Take me to the barrels Or a question sticker: What have you always wanted to know about harvest?

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6 Instagram · 3 resources

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6 posts
Choose Your Emoji Carousel

Instagram Square · Carousel

yourwinery
yourwinery

Your wine has an emoji. We don’t make the rules. Rose? 🌸 Chardonnay? ☀️ Zinfandel? 🔥 Pinot Noir? ❤️ Pick your pour, pick your emoji, and tell us which one feels most like you. Which California wine are you claiming? @California.Wines #CaliforniaWineMonth #PourOutsideTheLines

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Hot Takes Static Post 1

Instagram Square

yourwinery
yourwinery

Wine is personal. So naturally, we have opinions. Some classic. Some unconventional. Some guaranteed to start a group chat debate. From how you serve it to what you pair it with, there’s no one right way to enjoy California wine. What’s your hottest wine take? 🌶️ @California.Wines #CaliforniaWineMonth #PourOutsideTheLines

Hot Takes Static Post 2

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yourwinery
yourwinery

We said what we said. Wine has traditions. Wine has rules. And then there’s the fun of deciding which ones you actually want to follow. Consider these a few conversation starters. Agree, disagree, or make up your own. What’s a wine take you’ll defend forever? @California.Wines #CaliforniaWineMonth #PourOutsideTheLines

Hot Takes Static Story 1

Instagram Story

yourwinery now

Overlay text & stickers

Overlay Copy: HOT TAKE: 👀🍷 We want to know which one you’re defending. Add Poll: Which take are you backing? 🔥 Wine should be chilled 😈 Wine rules are made to be broken OR Add Question Sticker: Drop your most controversial wine take 👇 We promise not to judge.

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Your Sign as California Wine Post 1

Instagram Square · Carousel

yourwinery
yourwinery

Okay, but what if your zodiac sign had a wine order? 👀🍷 We’re making the case for a few California wine + zodiac pairings. Consider these a starting point — the rest of the zodiac is up for debate. What wine is written in the stars for your sign? @California.Wines #CaliforniaWineMonth #PourOutsideTheLines

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Your Sign as California Wine Story 1

Instagram Story

yourwinery now

Overlay text & stickers

Overlay Copy: WHAT’S YOUR WINE SIGN? 👀🍷 A few zodiac signs, a few California wine pairings… but we know you have opinions. Add Question Sticker: Drop your sign + the wine you’d pair with it.

Download Story 1 2

8 Instagram · 3 resources

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8 posts
Meme Moments Carousel

Instagram Square · Carousel

yourwinery
yourwinery

“I needed this” is a perfectly valid reason to open a bottle. No birthday? Fine. No special occasion? Even better. Just survived a Tuesday? Say less. Sometimes the little moments call for wine. And we’re not ignoring the call. What’s your favorite wine-worthy excuse? @California.Wines #CaliforniaWineMonth #PourOutsideTheLines

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I Needed This... Static Post 1

Instagram Square

yourwinery
yourwinery

Some people go to wineries for the tasting notes. We go for the tasting notes and the dog. 🐶🍷 Who else is stopping mid-sip for a puppy hello? @California.Wines #CaliforniaWineMonth #PourOutsideTheLines

I Needed This... Static Post 2

Instagram Square

yourwinery
yourwinery

There’s something about a glass of rosé and nowhere to be. No big occasion. No elaborate plans. Just a little moment that hits exactly right. What’s your version of this? @California.Wines #CaliforniaWineMonth #PourOutsideTheLines

I Needed This... Story 1

Instagram Story

yourwinery now

Overlay text & stickers

Overlay: I NEEDED THIS… 🍷 Sometimes “getting a bottle for the table” is the whole plan. Add poll: Be honest: who’s choosing the wine? 🍷 Me, obviously 👀 Whoever gets there first

I Needed This... Story 2

Instagram Story

yourwinery now

Overlay text & stickers

Overlay: I NEEDED THIS… 👀🍷 When the wine shop is just around the corner… Add poll: How many bottles are we coming home with? 🍷 Just one 🍷🍷 Let’s see what happens

Little Moments Static Post 1

Instagram Story

yourwinery now

Overlay text & stickers

The kids are back in school. The popcorn didn’t burn. The houseplant has a new leaf. Honestly, we’re celebrating. Sometimes the little wins deserve a little wine. What’s your latest “I’ll drink to that” moment? @California.Wines #CaliforniaWineMonth #PourOutsideTheLines

Little Moments Static Post 2

Instagram Story

yourwinery now

Overlay text & stickers

The dishwasher is empty. The farmers market came through. The neighbors brought over a bottle. We’re calling that a very successful day. It doesn’t take much to earn a pour around here. What little win are you toasting lately? @California.Wines #CaliforniaWineMonth #PourOutsideTheLines

Little Moments Story Post 1

Instagram Story

yourwinery now

Overlay text & stickers

Frame 1 Overlay Copy: LITTLE MOMENTS THAT CALL FOR WINE Which one are you celebrating today? Then at the bottom: Pick your moment. No judgment. → Frame 2 Overlay Copy: OKAY, BUT WHICH ONE WINS? Add poll: Your most wine-worthy little win? 🍷 The dishwasher is empty 🍷 The kids are back in school

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3 resources