DRINKS to Bring Wine Offerings to Half Baked Harvest’s 5M+ Community Through New Partnership
Half Baked Harvest (HBH),DRINKS to Bring Wine the celebrated food and lifestyle brand founded by Tieghan Gerard, has announced a new strategic partnership with DRINKS, a leading innovator in eCommerce solutions for alcohol. Together, they are launching a shoppable online wine storefront that blends seamlessly into HBH’s recipe-driven digital experience. This collaboration introduces a new way for HBH’s highly engaged audience to explore and purchase premium wines curated by Tieghan herself—transforming everyday cooking and entertaining moments into full-bodied, immersive experiences.
The partnership signifies HBH’s next big step into direct-to-consumer commerce, expanding its reach beyond food inspiration into lifestyle-driven purchasing. For years, followers of Gerard’s recipes have asked one of the most common questions: “What wine pairs best with this dish?” Now, thanks to this collaboration with DRINKS, that question finally has an answer—directly embedded within HBH’s digital ecosystem.
A Seamless Blend of Recipes and Wine
Through the partnership, Half Baked Harvest will introduce a dedicated wine program featuring expertly curated collections handpicked by Tieghan Gerard. DRINKS to Bring Wine Each wine will be thoughtfully selected to complement HBH’s signature seasonal recipes and entertaining themes—from cozy fall dinners and holiday feasts to light spring gatherings and summer celebrations.
Each collection will be brought to life through the brand’s signature visual storytelling and photography, which have long defined the HBH aesthetic. The wines will be showcased across HBH’s extensive media channels, including its website, newsletters, Pinterest boards, TikTok videos, and Instagram community of over five million followers.
By embedding wine recommendations directly into recipe content, HBH is transforming its platform from a recipe resource into a holistic lifestyle destination—one where culinary inspiration meets seamless purchasing. Visitors can now discover a new dish, learn its story, and purchase the perfect wine pairing with just a few clicks.
Creating a Complete Entertaining Experience
“For me, sharing delicious food and entertaining have always been about creating a warm, welcoming night for my guests—one that feels comforting, cozy, and memorable,” said Tieghan Gerard, founder of Half Baked Harvest. “I’m so excited to work with DRINKS to make it easier for our community to find wines they’ll love. Now, they can pair my favorite bottles with their recipes and celebrations, especially during the holidays.”
Gerard’s approach to food has always emphasized warmth, simplicity, and togetherness—values that align perfectly with DRINKS’ mission to make wine discovery and purchasing accessible to modern consumers. The partnership allows fans to elevate their dining experience without intimidation or complexity, matching HBH’s approachable philosophy toward cooking and entertaining.
Merging Content and Commerce
The collaboration also reflects broader shifts in digital commerce and consumer behavior, where trusted creators and authentic storytelling increasingly influence purchasing decisions. Rather than viewing content and commerce as separate worlds, HBH and DRINKS are bridging them—embedding wine selections directly into moments of culinary inspiration.
“Content is where purchase decisions start,” explained Zac Brandenberg, Co-Founder and CEO of DRINKS. “Half Baked Harvest has built an incredible community that trusts Tieghan’s taste and comes back for inspiration. By integrating wine directly into that content experience, we’re removing the friction between asking, ‘What should I pair with this?’ and actually buying it. This is how modern wine commerce should work—authentic, useful, and aligned with how people shop today.”
This partnership represents a next-generation approach to online wine retail, redefining how audiences discover and shop for alcoholic beverages. DRINKS to Bring Wine By leveraging HBH’s deep connection with its followers and DRINKS’ technology-enabled commerce infrastructure, the initiative brings a personal, lifestyle-driven context to wine shopping—making it more relatable, accessible, and engaging than traditional eCommerce experiences.
Behind the Partnership
Under the partnership, DRINKS will manage all compliance, fulfillment, logistics, and technology enablement. The company’s platform will handle every aspect of the backend operation—from building and launching the shoppable wine storefront to ensuring legal compliance across states and countries.
This infrastructure enables HBH to focus on what it does best: crafting content, curating products, and engaging its audience. With DRINKS handling the operational complexities, DRINKS to Bring Wine Tieghan Gerard and her creative team can dedicate their energy to building an authentic connection between the wines they recommend and the moments their followers cherish.
“DRINKS allows creators like HBH to offer wine with confidence,” said Brandenberg. “We handle everything from licensing to delivery so that brands can focus on storytelling and community building. It’s a win-win for creators and their audiences alike.”
Expanding the HBH Brand Experience
For Half Baked Harvest, this venture marks a strategic milestone in its 2025 eCommerce expansion. Beyond driving new revenue, the initiative deepens audience engagement by integrating tangible products into the brand’s creative ecosystem. Instead of passively consuming recipes or videos, fans can now participate more actively—bringing the full HBH experience into their own kitchens and dining rooms.
The partnership also highlights HBH’s commitment to quality, authenticity, and accessibility. The wines available through the storefront will feature premium selections at approachable price points, making them ideal for both everyday meals and special occasions. In keeping with Gerard’s brand ethos, the collections will celebrate craftsmanship, flavor, and the joy of gathering—without sacrificing simplicity or affordability.
Through this move, HBH positions itself at the forefront of a growing trend where content creators evolve into lifestyle brands, offering curated products that embody their values and aesthetic. The partnership demonstrates how digital storytelling, culinary expertise, and technology can come together to create meaningful commerce experiences rooted in trust and authenticity.’
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