We’re thrilled to share some big news. Giesen 0% range is heading to West Hollywood as the Official Non-Alcoholic Wine Partner of Pride House LA/West Hollywood for its World Cup kickoff weekend, running from June 11 to 14, 2026 at Beaches Tropicana.
For a family winery from Marlborough, taking our alcohol-removed wines to one of the summer’s biggest cultural weekends in Los Angeles is a moment worth raising a glass to.
A New Zealand winery at the heart of an LA cultural weekend
Timed with Pride Month and the opening weekend of the 2026 World Cup, the partnership brings together sport, culture, community and modern mindful drinking.
Presented by the Out Athlete Fund, Pride House LA/West Hollywood is a multi-year initiative celebrating LGBTQ+ athletes, fans and allies through sport, culture and community, building toward its flagship festival during the LA 2028 Summer Games. The World Cup kickoff weekend marks the official launch, with four days of match-viewing parties, athlete meet-and-greets, live entertainment and cultural programming.
The timing has a proud Kiwi link: just days later, the All Whites begin their World Cup campaign against Iran in Los Angeles.
What’s pouring
Across the weekend, guests will be able to enjoy Giesen 0% Spritz Sauvignon Blanc and Giesen 0% Spritz Rosé, two lightly sparkling, alcohol-removed wine spritzes made for sunny days, big moments and modern celebrations.
Rooted in New Zealand winemaking, the Giesen 0% range is crafted for people who want to stay part of the occasion, whether they are drinking, not drinking or choosing something lighter.
As part of the weekend, Giesen will also co-host Sunday’s closing-day programming, with a specialty Giesen 0% Spritz mocktail created especially for the occasion.
Why this matters to us
This partnership is another exciting step into the cultural moments where moderation, inclusivity and social connection meet.
It also speaks to how far the Giesen 0% range has travelled. From Marlborough to the U.S., our alcohol-removed wines continue to give more people a way to enjoy the taste, ritual and connection of wine without the alcohol. Giesen 0% is now the number one premium non-alcoholic wine brand in the U.S.*
In the press
The announcement has been shared across wine and beverage media. Read the full release and coverage here:
Plus syndication across NomBase, More About Wine, Wine Chronicles, Pull That Cork, Grape Experiences and Gang of Pour.
See the partnership announcement on Instagram: @pridehouselaweho.
Raise a glass (or can) with us
Want to celebrate the moment from home? Explore Giesen 0% Spritz Sauvignon Blanc and Giesen 0% Spritz Rose, or browse the full Giesen 0% range.
*Source: Nielsen Wine Scan Data, 52 weeks ending 2/21/2026. Reflects Giesen 0% as the number one premium non-alcoholic wine brand in the U.S. above $10 by value.
