Overview: Black Box Wines and the National Hockey League announced a multiyear U.S. partnership designating the Modesto-based brand as the first Official Wine of the NHL. The collaboration introduces an integrated marketing platform called Wine Wednesdays to align with marquee broadcast nights, beginning activation in 2027.
The Full Story
Black Box Wines, recognized as the Most Awarded Boxed Wine Brand, and the National Hockey League today announced a multiyear U.S. partnership naming Black Box the first Official Wine of the NHL. The partnership will introduce an integrated marketing platform called Wine Wednesdays to bring wine to one of the NHL’s marquee broadcast nights of the week and make Black Box part of the viewing ritual for hockey fans around the country. Black Box offers premium, approachable wine in convenient formats and varietals for everyone, from 3L boxes (SRP $19.99) for hosting to 500ml singles (SRP $4.99) for on-the-go moments.
With a growing momentum among women – one of the League’s fastest-growing fan segments – the NHL gives Black Box a powerful platform to connect with consumers who already over-index as wine drinkers and are more likely to enjoy wine at home during the week. Nathan Barras, Vice President of Marketing at GALLO, stated, “We are thrilled to join the NHL and become part of one of the most passionate fan communities in sports.” Through Wine Wednesdays, the brand aims to become part of the rituals and traditions that make hockey fandom so special, from gathering with friends for midweek games to hosting watch parties during the Stanley Cup Playoffs. Black Box is built for those occasions, and the brand is excited to help fans elevate the experience with great wine that’s convenient, approachable and made to share.
Jason Jazayeri, NHL Group Vice President, Business Development, noted, “We are thrilled to welcome Black Box Wines to the NHL family as the first-ever Official Wine of the National Hockey League.” At the NHL, the organization strives to build partnerships rooted in authenticity, creating organic ways for partner brands to become ingrained in how and where fans experience hockey. Wine Wednesdays builds on existing appointment viewing to create a social occasion that brings fans together around hockey and gives Black Box a natural role in that experience.
Brand & Industry History
The partnership announcement took place on October 01, 2026, with locations listed as Modesto, Calif., and New York. This multiyear U.S. partnership marks the beginning of an integrated marketing platform designed to coincide with marquee broadcast nights. Activation begins in 2027 via platform integrations, in-arena programming, social and digital media, retail activations, select NHL Club integrations, and digitally enhanced dasherboards. The brand will also connect with fans at marquee NHL events, including the 2027 Navy Federal Credit Union NHL Stadium Series and during the Stanley Cup Playoffs.
What This Means
The partnership targets a growing momentum among women, identified as one of the League’s fastest-growing fan segments. By aligning with marquee broadcast nights, the initiative creates a social occasion that brings fans together around hockey. Fans of legal drinking age can visit BlackBoxWines.com to learn more about Black Box’s NHL partnership and upcoming Wine Wednesdays programming.
Consumer Takeaway
The brand offers premium, approachable wine in convenient formats for hosting or on-the-go moments. Pricing is listed as SRP $19.99 for 3L boxes and SRP $4.99 for 500ml singles. Fans can follow @BlackBoxWines on Instagram and visit BlackBoxWines.com for updates on Wine Wednesday programming and ways to participate throughout the season.
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