Gallo, a U.S. wine giant, has acquired Whiny Baby, a California brand crafted to win over Gen Z with its playful, approachable take on wine. The deal positions Gallo to capture a generation reshaping how beverages are enjoyed, making wine fun and accessible for new drinkers.
Founded in 2020 by 22-year-old Jess Druey, Whiny Baby sprang from her frustration in a grocery store wine aisle, overwhelmed by complex options. She turned the “whiny baby” label often pinned on Gen Z into a bold, relatable brand. Her playful wines, from red blends to fizzy rosé, come with interactive touches like conversation-prompting bottle caps and labels for jotting down memories, amplified by savvy social media. Since partnering with McBride Sisters Wine Co. in 2022, Whiny Baby has reached 39 U.S. states, selling 6,000 cases in 2024 and projecting 12,000 in 2025. “This is proof to every young entrepreneur that you don’t need a fancy degree or millions in funding,” Druey shared on LinkedIn, highlighting her mission to reshape the industry.
This acquisition, Gallo’s first wine brand purchase since adding Napa Valley’s Massican and Rombauer Vineyards in 2023, follows its recent closures and divestitures in California and Washington as it reshapes its portfolio. Druey will continue leading Whiny Baby while advising Gallo on emerging consumer trends, infusing its offerings with youthful energy.
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Gen Z’s preference for low-alcohol, non-alcoholic, or ready-to-drink options challenges wine’s often intimidating image. Whiny Baby flips this by keeping wine fun and social—simplifying language and emphasizing shared moments. Gallo aims to amplify this approach, while globally, brands can draw inspiration from its creative packaging, digital engagement, and exploration of low-alcohol trends to attract younger drinkers.
With Gallo’s global distribution network, Whiny Baby is poised to expand, potentially reaching international markets. Druey’s role could spark broader innovation across Gallo’s portfolio, setting a new standard for the industry. The deal may also push competitors to chase Gen Z, driving a wave of modernization.
By blending Gen Z creativity with Gallo’s reach, this acquisition could redefine how wine connects with the next generation—not just in the U.S., but worldwide.
