At its core, Convida represents a thoughtful reimagining of how wine brands can connect with culture, community, and everyday moments. Created by Treasury Wine Estates, the brand has been carefully developed in collaboration with the Hispanic community, drawing deeply from traditions centered on togetherness, flavor, and celebration. Produced in California, Convida debuts with two wines—Rosado and Blanco—crafted to complement shared meals, relaxed conversations, and the spontaneous gatherings that define social life across many Hispanic cultures.
The name itself captures the essence of the brand. “Convida,” meaning “With Life,” reflects a philosophy that wine should not feel formal or exclusive, but rather inviting, expressive, and naturally integrated into everyday experiences. It signals a shift away from traditional wine marketing narratives toward something more inclusive and emotionally resonant—where wine becomes part of the moment rather than the centerpiece.
What truly distinguishes Convida, however, is the depth of insight that informed its creation. Rather than relying on assumptions or surface-level interpretations of culture, the development process was rooted in extensive engagement with Hispanic consumers. Through listening sessions, detailed conversations, and feedback gathered from thousands of individuals, the team sought to understand how wine could better align with the tastes, rituals, and social dynamics of a community that has historically been underrepresented in the wine category.
This approach led to tangible outcomes across every aspect of the brand. Consumer input influenced flavor profiles, ensuring the wines would pair naturally with bold, diverse cuisines and vibrant dining occasions. It also shaped packaging decisions, guiding the creation of a visual identity that feels authentic rather than performative. The result is a brand that resonates because it reflects lived experiences, not marketing stereotypes.
Chris Hernandez, Senior Manager of Consumer Insights at Treasury Wine Estates and co-lead of the company’s La Raza Hispanic Employee Resource Group, emphasized that the goal was to create something genuinely meaningful. For him and the broader team, Convida represents an opportunity to challenge long-standing conventions within the wine industry by bringing forward a perspective that celebrates Latino culture in a way that feels both modern and true to its roots.
That sense of authenticity is also evident in the brand’s visual design. Each bottle features vibrant, Alebrije-inspired artwork created by Mexican artist Alejandra Ballesteros. Known for her expressive and colorful style, Ballesteros brings a sense of movement, storytelling, and cultural richness to the label designs. The imagery does more than capture attention—it serves as a visual extension of the brand’s identity, reinforcing themes of imagination, heritage, and celebration.
Importantly, this artistic collaboration is not treated as a superficial embellishment. Instead, it reflects a deeper commitment to cultural partnership and representation. By incorporating artwork that draws from traditional Mexican folk art while embracing a contemporary aesthetic, Convida bridges past and present, honoring heritage while appealing to modern consumers.
The wines themselves are designed with versatility in mind. Both Rosado and Blanco are crafted to complement a wide range of flavors, particularly those found in Latin cuisines known for their richness and complexity. At the same time, they are approachable enough to be enjoyed on their own or used as a base for cocktails inspired by Latin mixology traditions. This flexibility makes them well-suited for dynamic social settings, where food, drink, and conversation flow together seamlessly.
Another key element of Convida’s story lies within the organization behind it. The brand is the result of collaboration across multiple teams at Treasury Wine Estates, including significant contributions from Hispanic employees whose insights and perspectives helped shape its direction. Their involvement ensured that the brand development process remained grounded in authenticity and cultural understanding, rather than external interpretation.
Sarah Bakx, President of BOLD Brands at Treasury Wine Estates, has highlighted this collaborative approach as central to Convida’s identity. She describes the brand as part of a broader shift toward inclusivity and expression within the wine industry—one that recognizes the diverse ways people gather, celebrate, and connect today.
Ultimately, what sets Convida apart is not just its product offering, but the intention behind it. This is not a brand built on borrowed cultural cues or simplified narratives. Instead, it emerges from a process of listening, learning, and co-creation. By placing community insight at the center of its development, Convida demonstrates how brands can move beyond traditional frameworks to create something more relevant and respectful.
In doing so, it offers a glimpse into the future of wine branding—one where cultural authenticity, consumer collaboration, and creative storytelling are not optional, but essential. Convida shows that when a brand is shaped by the people it aims to serve, it can achieve a level of connection and meaning that goes far beyond the bottle.
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