Ménage à Trois Wines is leaning into sports culture and digital media this summer with a partnership campaign alongside Betches, the female-skewing entertainment platform that claims a community of 250 million followers. The collaboration centers on Betches' *Hot Goal Summer* soccer content push, through which Ménage à Trois is offering fans a chance to win a trip to Los Angeles to watch soccer at a global-stage event—putting the wine brand squarely in the conversation around the sport's surging popularity among younger American women. For on-premise operators and retail wine buyers, the move signals where a maturing wine label is directing its marketing firepower: away from traditional lifestyle ads and toward meme-driven, culturally fluent digital content that meets younger consumers where they already spend time. Tying a sweepstakes to a live sports moment adds urgency and shareability that straightforward brand advertising rarely delivers, and it positions Ménage à Trois as a purchase-occasion wine for social gatherings around match-day viewing. The brand is also leaning on a milestone: Ménage à Trois turns 30 this year. Rather than leaning into legacy messaging, the Napa-based label is doubling down on its irreverent, accessible identity—a strategic choice that distinguishes it from heritage-focused California wine marketing. The Betches audience skews toward the same millennial and Gen Z women who are increasingly driving on-premise wine volume, making the partnership a logical extension of category-wide efforts to court a demographic that has shown strong loyalty to brands that reflect their sense of humor and values. The partnership reflects a broader trend in [beverage industry marketing](/beverage/industry-trends) where wine labels are competing for attention not just against other wines but against ready-to-drink cocktails and hard seltzers that have historically invested more aggressively in pop-culture tie-ins. Bars and restaurants stocking Ménage à Trois can expect increased consumer brand recognition among the target demographic heading into peak summer selling season. Coverage of this campaign first appeared via [Food & Beverage Magazine](https://fb101.com/?utm_source=rhfnews&utm_campaign=powered_by), and fits into a wider pattern of wine brands rethinking how they reach younger on-premise guests—a topic that has drawn sustained attention across [restaurant beverage programming](/restaurants/technology) conversations in recent months. 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.