It’s been a long time coming, but Valkyries fever has officially hit the Bay Area. San Francisco’s first Women’s National Basketball Association (WNBA) team, the Golden State Valkyries, has burst onto the scene — and Wine Country is taking notice.
Two Sonoma County wineries, La Crema and J Vineyards & Winery, have partnered with the history-making franchise. At a time when the wine industry faces challenges like winery closures, declining sales and shifting consumer habits, this play offers both brands a unique opportunity to connect with a new generation of wine drinkers and attract new customers.
Last April, La Crema was named the Official Wine Partner of both the WNBA and USA Basketball Women’s National Team — marking the league’s first-ever official winery partnership through a multiyear agreement. That same announcement also named Kendall-Jackson Wines, another Jackson Family Wines brand, as the official wine partner of the NBA.
This year, La Crema deepened its commitment to women’s basketball by becoming the official wine partner of the Golden State Valkyries.
“We were partners with the Valkyries before they even had a name,” said Vince Armini, vice president of partnerships for Jackson Family Wines, during a wine dinner in San Francisco last month celebrating the new WNBA franchise. “Last year, when we started with the WNBA, we wanted to partner with the Valkyries. It was something that was important to us.”
In mid-May, Healdsburg’s J Vineyards & Winery announced its entry into the women’s sports arena, signing on as the official sparkling wine partner for the Golden State Valkyries’ inaugural season.
Founded by Judy Jordan in 1986 and now part of the Gallo portfolio, J Vineyards has a well-established track record of flexing its wine muscle to uplift and empower women. From its ongoing “Shifting the Lens” culinary series — highlighting the talents of women and people of color — to the recent release of LOVE Wine, a collaboration with the nonprofit grantLOVE project supporting arts education and women in the arts, the winery’s alignment with the Valkyries is a natural extension of its mission.
“We are leaning into our authentic connection by celebrating female teamwork and achievement,” said estate director and head winemaker Nicole Hitchcock of the partnership. “So let’s all raise a glass to women who raise the bar.”
In addition to pouring wine and popping corks at the Valkyries’ home games at San Francisco’s Chase Center, both La Crema and J Vineyards are planning programming, special events and other fan experiences. Details for upcoming events in Sonoma County are still being finalized.
In the meantime, local fans can purchase Valkyries merchandise at J Vineyards & Winery in Healdsburg. Visit @jwinery and @lacremawines on Instagram for the latest updates.