Wine Brand Taps Into Growing Book Club Community

Une Femme Wines has launched a co-branded book club partnership with Knopf Doubleday Publishing Group, an imprint of Penguin Random House, featuring monthly social media giveaways that pair the company's canned wines with titles authored or co-authored by women.

The initiative launches this month with Caro Claire Burke's Yesteryear, a New York Times bestseller. Upcoming featured titles include Maggie O'Farrell's Land, Kimberly McCreight's Someone Else's Husband, and Valeria Luiselli's Beginning, Middle, End.

How the Program Works

Each monthly giveaway invites readers to follow both brands on social media, like the post, and tag friends from their book clubs. Winners receive signed copies of the featured book, a case of Une Femme wine, and exclusive author touchpoints ranging from Q&As to Substack content and behind-the-scenes commentary.

The Rationale

"We see people drinking Une Femme at book clubs all over the country, and we're excited to make it official," said Jen Pelka, co-founder and CEO of Une Femme Wines. "Book club is really about connection: getting together with friends over a great read and a few glasses of wine. As a lifelong reader and book club member, this partnership feels incredibly personal. We're thrilled to be partnering with Knopf on some of the year's most anticipated titles and bringing readers together around books written by women."

Heather Fain, SVP and Publishing Director at Knopf Doubleday Publishing Group, added: "We're always looking for meaningful ways to bring stories off the page and into people's lives. Books and wine are a natural pairing, and this partnership creates new ways for readers to connect with both while building community around reading."

Market Context

The partnership capitalizes on the rapidly growing online book club community while creating engagement around reading, entertaining, and gathering at home. Une Femme, described as one of the fastest-growing wine brands in the U.S., distributes its canned wines across airlines, hotels, stadiums, cruise lines, and hospitality destinations. Key partners include Delta Air Lines, Virgin Voyages, Marriott International, Hilton, Loews Hotels, Levy Restaurants, and The Metropolitan Museum of Art.

Why It Matters

For operators managing wine programs in hospitality venues, this partnership signals growing momentum around lifestyle-aligned beverage marketing. The book club angle—targeting the predominantly female book club demographic—represents a strategic play in the premium canned wine segment, which continues to expand beyond casual consumption. Publishers and beverage brands are increasingly finding common ground in cross-category partnerships that emphasize community engagement and shared values.

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Written by FBM Publications Editors