This September, let’s Pour Outside the Lines and celebrate all the ways California wine fits into real life.
Think unexpected pairings, new ways to experience wine country and everyday moments worth pouring for. There’s no single “right” way to enjoy California wine — and no single way to join the campaign.
Pick a Theme. Choose Your Approach. Make It Yours.
Each week, we’ll give you the tools to jump in your way:
Each week, we’ll give you the tools to jump in your way:
or
or
Have five minutes? We’ve got something you can post. Have a great story to tell? Even better.
New themes and resources will roll out throughout September, so keep coming back for fresh ways to participate.
The goal isn’t just to post — it’s to get people talking.
Ask a question. Tag a fellow winery, region or local business. Share someone else’s take. Put your own spin on the theme.
And tag @California.Wines so we can find and amplify your content.
Use #CaliforniaWineMonth and #PourOutsideTheLines to join the statewide conversation.
Ready? Pick a theme and Pour Outside the Lines. 🍷
Theme: Pairing Plot Twist
Theme: Beyond the Tasting Room
Theme: Wine, Your Way
Theme: The Little Moments Pour Differently
You came for the wine. Then you found [a sculpture garden / harvest in action / the winery dog / live music / ______].
The moments you remember aren’t always the ones you planned. Sometimes the best part of a visit is something you didn’t know was there.
What have you discovered at a winery that you weren’t expecting?
#CaliforniaWineMonth #PourOutsideTheLines @California.Wines
- OR-
POV: You went wine tasting and discovered [________].
That’s the thing about a winery visit. The tasting might be where you start, but it doesn’t have to be the whole story.
What’s your best “I didn’t know they had that” winery discovery?
#CaliforniaWineMonth #PourOutsideTheLines @California.Wines
Follow any of these story images with one of the following:
Question sticker: What’s the most unexpected thing you’ve found at a winery?
Poll: Come for the wine, stay for…
The view / The unexpected
Poll: Would you add this to your visit?
Absolutely / Already did
Question sticker: What do you want to discover here next?
Wine tasting is the plan. The side quests are half the fun.
Farmstand. River float. Hot-air balloon. Local art. The best part of the day might not be on the itinerary.
Swipe for a little inspiration, then tell us: What’s your favorite wine country side quest?
#CaliforniaWineMonth #PourOutsideTheLines @California.Wines
-OR-
Start with the tasting. Leave room for the detour.
Our current wine country side quest: [________].
What’s yours?
#CaliforniaWineMonth #PourOutsideTheLines
@California.Wines
That glass started long before the cork came out.
How it started: [5 a.m. in the vineyard / harvest bins filling up / our first block of vines / __].
How it’s going: [____].
The pour is the payoff. But the vineyard, cellar and people behind it are part of the story, too.
#CaliforniaWineMonth #PourOutsideTheLines @California.Wines
-OR-
The finished product gets the glamour shot. We thought you might like to see the before.
How it started: [____]
How it’s going: [____]
A lot happens before wine makes it to your glass. Here’s a little look behind ours.
#CaliforniaWineMonth #PourOutsideTheLines @California.Wines
Option third story frame image can include:
Copy: A lot happens before the pour. What would you want to see behind the scenes?
Poll options could be:
Harvest / Cellar
Vineyard / Winemaking
Show me the grapes / Take me to the barrels
Or a question sticker:
What have you always wanted to know about harvest?
Your wine has an emoji. We don’t make the rules.
Rose? 🌸
Chardonnay? ☀️
Zinfandel? 🔥
Pinot Noir? ❤️
Pick your pour, pick your emoji, and tell us which one feels most like you.
Which California wine are you claiming?
@California.Wines
#CaliforniaWineMonth #PourOutsideTheLines
Wine is personal. So naturally, we have opinions.
Some classic. Some unconventional. Some guaranteed to start a group chat debate.
From how you serve it to what you pair it with, there’s no one right way to enjoy California wine.
What’s your hottest wine take? 🌶️
@California.Wines
#CaliforniaWineMonth #PourOutsideTheLines
We said what we said.
Wine has traditions. Wine has rules. And then there’s the fun of deciding which ones you actually want to follow.
Consider these a few conversation starters. Agree, disagree, or make up your own.
What’s a wine take you’ll defend forever?
@California.Wines
#CaliforniaWineMonth #PourOutsideTheLines
Overlay Copy:
HOT TAKE: 👀🍷
We want to know which one you’re defending.
Add Poll:
Which take are you backing?
🔥 Wine should be chilled
😈 Wine rules are made to be broken
OR
Add Question Sticker:
Drop your most controversial wine take 👇
We promise not to judge.
Okay, but what if your zodiac sign had a wine order? 👀🍷
We’re making the case for a few California wine + zodiac pairings. Consider these a starting point — the rest of the zodiac is up for debate.
What wine is written in the stars for your sign?
@California.Wines #CaliforniaWineMonth #PourOutsideTheLines
Overlay Copy:
WHAT’S YOUR WINE SIGN? 👀🍷
A few zodiac signs, a few California wine pairings…
but we know you have opinions.
Add Question Sticker:
Drop your sign + the wine you’d pair with it.
“I needed this” is a perfectly valid reason to open a bottle.
No birthday? Fine.
No special occasion? Even better.
Just survived a Tuesday? Say less.
Sometimes the little moments call for wine. And we’re not ignoring the call.
What’s your favorite wine-worthy excuse?
@California.Wines #CaliforniaWineMonth #PourOutsideTheLines
Some people go to wineries for the tasting notes.
We go for the tasting notes and the dog. 🐶🍷
Who else is stopping mid-sip for a puppy hello?
@California.Wines #CaliforniaWineMonth #PourOutsideTheLines
There’s something about a glass of rosé and nowhere to be.
No big occasion. No elaborate plans. Just a little moment that hits exactly right.
What’s your version of this?
@California.Wines #CaliforniaWineMonth #PourOutsideTheLines
The kids are back in school.
The popcorn didn’t burn.
The houseplant has a new leaf.
Honestly, we’re celebrating. Sometimes the little wins deserve a little wine.
What’s your latest “I’ll drink to that” moment?
@California.Wines #CaliforniaWineMonth #PourOutsideTheLines
The dishwasher is empty.
The farmers market came through.
The neighbors brought over a bottle.
We’re calling that a very successful day.
It doesn’t take much to earn a pour around here.
What little win are you toasting lately?
@California.Wines #CaliforniaWineMonth #PourOutsideTheLines
Frame 1 Overlay Copy:
LITTLE MOMENTS THAT CALL FOR WINE
Which one are you celebrating today?
Then at the bottom:
Pick your moment. No judgment. →
Frame 2 Overlay Copy:
OKAY, BUT WHICH ONE WINS?
Add poll:
Your most wine-worthy little win?
🍷 The dishwasher is empty
🍷 The kids are back in school
Forget your personality test. Tell us what you’re eating with your California wine. 🍷👀
Sparkling + fried chicken? You contain multitudes.
Albariño + dill pickles? You commit to the bit.
Pinot Noir + a chili dog? Visionary behavior.
Cabernet + animal-style fries? Subtlety was never the assignment.
Swipe to find the pairing that feels suspiciously like you. →
And if we missed yours, even better. Drop your most unhinged-but-absolutely-works California wine pairing below.
@California.Wines
#CaliforniaWineMonth #PourOutsideTheLines
If your snack drawer had a wine list… 👀🍷
Sauvignon Blanc + mac & cheese? Chardonnay + white cheddar popcorn? Zinfandel + Takis?
Match yours, try it, and report back. Bonus points if the pairing sounds slightly questionable and tastes completely right.
What’s your “hear me out” California wine pairing?
@California.Wines
#CaliforniaWineMonth #PourOutsideTheLines
Hear me out… your wine might have a snack soulmate. 👀🍷
Albariño + Tajín mango. Rosé + Funyuns. Pinot Noir + spicy nacho chips. Chenin + dill pickle chips.
A little salty. A little spicy. Definitely outside the lines.
Which snack match are you trying first?
@California.Wines
#CaliforniaWineMonth #PourOutsideTheLines
Frame 1 Overlay Copy:
Find your snack match. 🍷
Screenshot it. Make your matches. Then tap for ours →
Frame 2:
DID WE MATCH?
@California.Wines
Frame 1 Overlay Copy:
FIND YOUR SNACK MATCH 🍷
Screenshot + draw the lines.
Then at the bottom:
No overthinking. Go with your gut. →
Frame 2 Overlay Copy:
DID WE MATCH? 👀
Then at the bottom add an emoji slider:
How wild are these?
🍷————————🤯
Frame 3:
Add question sticker:
Build your own: 🍷 ______ + 😋 ______
@California.Wines
Zinfandel with BBQ chips. Rosé with fried chicken. Chardonnay with elote. Sometimes the combination that sounds a little questionable on paper is the one you can’t stop thinking about.
The point isn’t to get it “right.” It’s to get curious.
What’s your California wine pairing plot twist?
@California.Wines #CaliforniaWineMonth #PourOutsideTheLines
Potato chips and sparkling wine. Riesling and Thai takeout. Pinot Noir and sushi.
Unexpected? Yes. Delicious? Also yes.
This California Wine Month, we’re giving the pairing playbook the night off. Start with a food you already love, pour a California wine and see where the plot takes you.
You might just find a new favorite.
Which one are you trying first?
@California.Wines #CaliforniaWineMonth #PourOutsideTheLines
Top overlay:
Which plot twist are you trying? 👀
Or use a Question sticker:
Drop your wildest wine + food combo ↓
@California.Wines
Top overlay:
Hear us out… 🍷
Add poll:
Sparkling + donuts?
I’m in 🥂 / Need convincing 👀
@California.Wines
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