Ghirardelli celebrates Valentine's with wine partnership
The holiday activation runs through February 2026.
Ghirardelli Chocolate Co. is partnering with McBride Sisters Collection, a women-led international wine brand, for a Valentine's Day activation blending premium wine, baking ingredients, and moments of connection, the two brands say.
The seasonal program brings together two California-born brands to inspire consumers to Pair Love Perfectly with the "Bubbly Baking Hour," a series of recipes featuring McBride Sisters Sparkling Brut Rosé and Ghirardelli's premium Melting Wafers. The activation runs through February 2026, reflecting both brands' commitment to seasonal retail innovation and premium storytelling, they share.
To learn more, we reached out to Hilary Butler, VP of marketing, McBride Sisters Wine Co., as well as Bobby Oliver, VP of marketing, Ghirardelli.
Liz Parker Kuhn: How did the partnership between the McBride Sisters wines and Ghirardelli come about?
Hilary Butler: The partnership between McBride Sisters Collection and Ghirardelli came together through a shared commitment to premium craftsmanship and creating elevated wine-and-chocolate pairings from two companies rooted in California. In addition, the brand has been a long-time favorite of the McBride sisters and a part of their family traditions—creating a natural synergy in how we partnered throughout the process!
LPK: How can consumers enjoy the wines with the melting wafers? In addition, both brands will be sharing curated dessert recipes across their social channels leading up to Valentine’s Day—what kinds of recipes?
Bobby Oliver: We will be sharing a dipped strawberry recipe curated by Ghirardelli and featuring Ghirardelli Melting Wafers. This recipe is perfect for an easy yet thoughtful Valentine's Day homemade treat, and pairs perfectly with the fruity and bubbly essence of the McBride Sisters Collection Sparkling Brut Rose. The recipe will be posted organically on both brands' channels, on the McBride Sisters Collection website, supported with Paid ads, and shared with consumers via email blast.
Beyond the dipped strawberry recipe, we wanted to inspire consumers to get creative with the Valentine's Day classics—Strawberries, Ghirardelli, and McBride Sisters Sparkling Brut Rose. We will be sharing a paid influencer post on February 2 featuring a fun way to create an easy Valentine's Day treat. Keep an eye out on @ghirardelli and @mcbridesisterswinecollection for that recipe.
LPK: Several national retailers will feature co-branded Valentine’s Day displays with the two brands. What retailers are included in this?
HB: Launching across Kroger’s national family of banners, reaching shoppers in key regional markets coast-to-coast: Kroger, Fred Meyer, Mariano's fresh market, Ralph's, and Smiths.
LPK: Any other collaborations planned for 2026 with candy or snack companies?
HB: We’re always looking to drive future growth from evolving occasions like snacking/casual consumption and mindful indulgence but our candy allegiance and passion remains with Ghirardelli Chocolates.
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