McBride Sisters Wine Company in JV with Whiny Baby, a Gen-Z Beverage Startup

McBride Sisters Wine Co. (MSWC) said it will produce and distribute Whiny Baby's wines through direct-to-consumer sales in July and national retail accounts beginning in October.

MSWC’s joint venture with Whiny Baby significantly augments production capacity and national distribution  for the start-up brand following its successful California launch of Whiny Baby wines in 2022. Whiny Baby will have access to the MSWC’s substantial network of grape growers and will benefit from the trailblazing women-founded brand’s established relationships with national retailers, buyers and hospitality partners.

It will enter the market with three distinct bottlings: “Obsessed,” a vibrant and fruity red wine; “Unwind,” a white wine defined by a citrusy freshness; and “OMG!?!?,” a lightly-sparkling rosé. Each is sourced from California vineyards and is certified Carbon Neutral.

Jess Drury, Whiny Baby's founder, created the brand "as a cheeky answer to the demand for brands offering a sense of connection, particularly among Gen Z consumers. The name is derived from the allegation that her generation is comprised on "whiny babies" seeking attention.