Modern TV shows like “And Just Like That,” “Succession” and “The White Lotus” offer consumers a glimpse into the luxury goods and locations that some might aspire for. These luxuries also can be intimidating to the average consumer. But when it comes to consumable products, some companies are trying to make that luxury not so out of reach for today’s consumers.

The wine market is no different as consumers can find luxury wine choices overwhelming, but the brand team of Drop of Sunshine, a product of Treasury Americas, a division of Treasury Wine Estates, is looking to change that.

“The U.S. is home to the world’s largest wine market — one of the most complex, yet full of opportunity,” says Sarah Bakx, president of BOLD Brands at Treasury Americas, Napa, Calif. “Historically, wine has been positioned as exclusive and even intimidating — especially in the ultra-luxury space.

“However, there is a tremendous opportunity to foster inclusivity, inviting new demographics into wine intentionally and meaningfully,” she continues. “At Drop of Sunshine, we are passionate about creating an approachable experience that resonates with a broader audience while still celebrating the luxury elements and craftsmanship that make wine special.”

Bakx notes that Drop of Sunshine was created on a need for female-centered wine brands to reflect the lives, connection and celebrations of women.

“It’s about authentically spreading joy and positivity, recognizing the powerful bonds women create, and offering a wine that mirrors those connections,” she says. “This intentional narrative has been missing in the wine industry for far too long.”

As a brand powered by women ― from glass to concept ― Bakx explains that Drop of Sunshine is rooted in storytelling, helping the brand and its varietals foster connections with consumers.

“Every element of its creation is intentional, inspired by real insights into what women want to drink and share during meaningful moments,” she says. “This commitment to authenticity and representation sets us apart.”

The roots of women-led leadership are vital to the brand’s ethos. Highlighting Treasury Wine Estates’ commitment to elevating women in leadership, Bakx notes that what attracted her to the company is its executive team led by a majority of women for years. This plays into Drop of Sunshine’s goals to toast women.

“While Drop of Sunshine is designed to celebrate and uplift women, we’re also intentional about making that inclusivity extend to everyone,” she says. “Our mission is to create a brand and a community that welcomes all — men included — who believe in the power of women’s voices and contributions.

“Allyship is critical to our success, and we’re proud to have the full support of the men on our executive team, who are champions of this vision,” Bakx continues. “They recognize that elevating women isn’t just about representation — it’s about creating a stronger, more dynamic industry. Their endorsement and advocacy reinforce that Drop of Sunshine isn’t just a brand for women, but a brand that uplifts and inspires everyone who values connection, celebration, and inclusivity. A beautiful brand for woman and those inspired by women.”

Designed for all occasions

Comprised of three varietals ― Sparkling Rosé, Chardonnay, and Red Blend ― the wines embody “sunshine in a bottle,” Bakx explains.

The Sparkling Rosé is a vibrant varietal ideal for celebrations, while its Chardonnay is brightly balanced and pairs with a variety of foods, Bakx says. Lastly the Red Blend is ideal for gatherings, she adds.

“Our world-class, female-led winemaking team has poured their passion into every bottle,” Bakx says. “These wines aren’t just beverages — they’re stories, experiences, and expressions of joy. The positivity of this team is the secret ingredient across the family of wines.”

To help consumers find the wine that appeals to them, the company offers a starter pack featuring all three wines.

“Discovery and adventure is such a big part of how women connect,” Bakx says. “The starter pack allows consumers to explore the full range of Drop of Sunshine, possibly uncovering a new favorite. Chardonnay lovers might stumble upon a passion for Reds, and everyone has a reason to celebrate with the Sparkling Rosé. It’s perfect for occasions like book clubs — where a group might naturally have different preferences but can all find something to enjoy.”

With national distribution in the United States, Drop of Sunshine is available across the country as well as far as Australia, Bakx notes, and has further plans for expansion.

“Our expansion strategy is driven by where we see the strongest organic connections,” she says. “As we learn more about what women want in different regions, we’ll continue to evolve and expand — always ensuring our growth remains centered in our purpose.”

The brand has a strong direct-to-consumer business. Additionally, Bakx notes that eCommerce offers an opportunity for the brand to connect with consumers.

“Women make over 80% of wine-buying decisions, and recommendations from friends play a bigger role than ever,” Bakx says. “eCommerce provides an effortless way for women to share Drop of Sunshine with their communities, whether that’s sending a bottle to a friend or discovering a new favorite through digital experiences. As women continue to shape culture in the digital space, it’s essential for Drop of Sunshine to have a strong presence there. 

Going forward, Drop of Sunshine is looking to build on its consumer connections and help them celebrate life and share their stories.

“We’ve already uncovered so many inspiring stories simply by telling the Drop of Sunshine story,” Bakx says. “This year, we want to amplify those voices even further, ensuring that our brand continues to serve as a platform for connection, celebration, and shared experiences beyond just the bottle. These stories and heartfelt experiences are the recipe for spreading genuine positivity using Drop of Sunshine as the connector.”