Wine Marketing Minute: From NBA Courts to TikTok Trends — Where Wine Needs to Show Up Next
The Wine Marketing Minute is a weekly series offering quick, actionable insights into the latest trends and tactics shaping wine marketing — and how we can amplify them for greater impact.
I’ve been thinking about Jackson Family Wines CEO and President Rick Tigner’s recent comments in Shanken News Daily about moving past the “build-it-and-they-will-come” mindset and actively meeting younger consumers where they are. I really like JFW’s approach to this - their La Crema and Kendall-Jackson sponsorships with the NBA and WNBA are smart plays for leaning into drinking occasions (and the explosive popularity of women’s sports). But this could be pushed even further by leaning into fast-moving social trends.
For example: jalapeño Sauvignon Blanc had a moment this summer, blowing up on TikTok and across consumer media. It’s a simple proposition — drop frozen jalapeño slices into a glass of Sauvignon Blanc — and it spread because it’s fun, visual, and perfectly matches what people already associate with the variety (green, zippy). And whether you love it or hate it, it has undoubtedly increased consumer interest in wine.
Even winemaker Joe Wagner —of Copper Cane, Belle Glos, and Quilt Cabernet fame — is experimenting with a jalapeño-infused Sauvignon Blanc trial, per an IG Reel posted in mid-September. The fact that a high-profile winemaker is openly experimenting with something like this shows that even established figures see value in chasing playful, social-media-driven ideas.
Now, La Crema and Kendall-Jackson are undisputedly Chardonnay houses, but both brands do produce accessible, entry-level Sauvignon Blancs. They could have leveraged their wine bars across stadiums to lean into this trend — offering specials of jalapeño Sauvignon Blanc to drive consumer interest.
Here’s how I would have made it come to life (and what brands should consider the next time a social trend emerges):
Quantify interest by state. Look at Google Analytics/Trends to see which U.S. states spiked for “jalapeño sauvignon blanc.” Fun fact: the top five states by search query were Illinois, California, Florida, Texas and New York.
Map interest to arena presence. Cross-reference those states with NBA/WNBA markets where Jackson Family Wines already has a footprint (or can quickly activate). Kendall-Jackson has a presence with the Sacramento Kings and Orlando Magic - perfect opportunities to align trends and interest with a real-life offering.
Run an arena-tied special. In those arenas (or nearby partner bars), roll out a limited “Spicy Sauvy B” special on game nights. Use concourse signage, jumbotron mentions, and team/arena social handles to push it.
Geo-targeted creative. Spin up localized social ads in those states using short-form vertical video (before/after pour, jalapeño “plop” moment, player-night tie-ins). Test CTAs: “Try it tonight in Section ___” vs “Grab a bottle for watch-parties at ___.”
Bridge to the core. Yes, the brands’ core offerings are Chardonnay, great. Use the trend as a gateway: capture SB buyers first, then re-target them with chilled-white multipacks or a “Sauv today, Chard tomorrow” flight in DTC and retail partners. If they stay SB-loyal? Also great. More love for the brand, more trips to the register.
At worst, you sell more Sauvignon Blanc. At best, you convert curious new drinkers into multi-variety brand fans — because you met them where they already were (TikTok, game night, and their For You page), not where we wish they’d be.
This is exactly the type of boundary-pushing creativity wine needs right now. As Shanken reported last week, spirits continue to gain share from wine and beer — not because consumers are moderating their drinking, but because spirits are perceived as more fun, more inventive, more flexible. Wine can’t afford to sit back. We need more creativity, more boundary testing, and more fun. Trends like this aren’t gimmicks; they’re opportunities to refresh wine’s image and keep the category culturally relevant.
Disclosure: I work for wine public relations and marketing firm, RF|Binder. While this blog is not intended to be a pitch for services - just ramblings of my passion points - please reach out to me via the contact form if you’d like to connect and discuss ideas.
