U.S. — Wine brands, including The Wine Group and Juggernaut Wines, are targeting Generation Z through partnerships with various events and organizations. These efforts aim to address declining alcohol consumption among youth and a perceived cultural disconnect with traditional wine. Alcohol consumption among youths has decreased, and this trend accelerated following the pandemic.

The Wine Group partnered its MD 20/20 brand with World Wrestling Entertainment matches and launched its Fuel by Franzia line of boxed wine beverages for NASCAR. Helen Kurtz, Chief of Marketing for The Wine Group, stated, "That self-important way that wine can refer to itself — we're really trying to tip that on its head." Kurtz added, "It's about being less serious about ourselves, because that's what this consumer is demanding."

Juggernaut Wines previously sponsored Tough Mudder races for two years. The brand also sponsored Discovery network's Shark Week in 2026. Christian Miller, Director of Research for the Wine Market Council, said, "You've got a bunch of things, what you might call friction points, with wine, that are particularly salient to younger consumers." A trends report by Lakeland indicated that fewer than one-third of Gen Z households own a corkscrew.

Jessica LaBounty, Marketing Director for Bogle Family Wine Collection, stated, "The viewer base of Shark Week lines up really, really nicely with who we know our consumer to be." She also commented, "It's another way to meet them where they are already versus kind of asking them to come to us." The U.S. alcohol industry is valued at around $560 billion.