Ménage à Trois Wines has struck a summer media partnership with Betches, the digital entertainment platform that claims a community of 250 million predominantly female followers, as the St. Helena, California-based wine brand seeks to deepen its footprint among younger, culturally engaged consumers ahead of its 30th anniversary. The campaign, branded *Hot Goal Summer*, centres on a sweepstakes offering fans a trip to Los Angeles to attend international soccer events. The activation is designed to ride momentum around the sport's growing cultural currency in the United States, particularly among millennial and Gen-Z women — a demographic that Betches has built its business around through meme-driven, shareable content. For Ménage à Trois, the tie-up represents a continuation of a broader strategy to maintain relevance in a [crowded still-wine category](/consumer-trends/still-wine-market-competition) that has faced sustained pressure from hard seltzers, ready-to-drink cocktails, and low- and no-alcohol alternatives. U.S. table wine volumes have declined in several consecutive quarters, making consumer engagement plays increasingly important for established labels seeking to protect shelf share and brand loyalty. The Betches partnership also signals how mid-tier wine brands are redirecting media spend away from traditional print and broadcast toward digital-native publishers with highly segmented, loyalty-driven audiences. Betches reaches its community primarily through social media channels, newsletters, and podcasts — formats that allow brands to embed themselves in cultural conversations rather than interrupt them. As noted by [Food & Beverage Magazine](https://fb101.com/?utm_source=fbindustrynews&utm_campaign=powered_by), culturally resonant campaigns have become a key differentiator for wine brands competing for the attention of consumers under 35. The anniversary milestone — Ménage à Trois was founded in 1996 — gives the brand an additional narrative hook heading into the high-volume summer selling season, which historically accounts for a disproportionate share of annual rosé and white wine sales. The brand has signalled it intends to lean into its heritage while actively distancing itself from legacy wine-marketing conventions, a posture consistent with [emerging premiumisation trends in the beverage alcohol sector](/industry-trends/premiumisation-beverage-alcohol). No financial terms for the Betches partnership were disclosed. Written by Michael Politz, Author of [Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1)](https://www.amazon.com/Beverage-Magazines-Guide-Restaurant-Success/dp/1119668964), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.