Giesen 0% Partners with Pride House LA/West Hollywood: Bringing Mindful Drinking to World Cup Opening Weekend in Los Angeles
Bringing its ‘All In, Never Out’ platform to one of the summer’s biggest cultural weekends, Giesen 0% continues its commitment to inclusive, modern social experiences.
Giesen Group, the #1 premium non-alcoholic wine brand in the U.S., proudly announces a new partnership with Pride House LA/West Hollywood (PH LA/WeHo) as the Official Non-Alcoholic Wine Partner for its kickoff weekend, taking place June 11–14, 2026, at Beaches Tropicana in West Hollywood. Timed to coincide with Pride Month and the opening weekend of the 2026 World Cup, the partnership places mindful drinking at the center of one of the summer’s biggest cultural weekends.
“At Giesen, we believe social occasions should feel inclusive, welcoming, and accessible to all,” said Richard O’Brien, General Manager of Giesen Group. “Our ‘All In, Never Out’ campaign is rooted in the idea that everyone deserves to feel part of the moment. As more people embrace mindful drinking and moderation, we’re excited to offer non-alcoholic options that allow people to celebrate fully without compromise. PH LA/WeHo creates a powerful sense of community, and we’re proud to partner with an organization that shares those same values.”
Presented by the Out Athlete Fund, PH LA/WeHo is a multi-year initiative celebrating LGBTQ+ athletes, fans, and allies through sports, culture, and community programming leading up to the 2028 Olympic and Paralympic Games in Los Angeles. The World Cup kickoff event serves as the official launch, marking a key milestone on the road to its flagship 17-day festival during the 2028 Summer Games. For four days, Beaches Tropicana will be transformed into a vibrant gathering place, bringing together world-class athletes, celebrities, LGBTQ+ advocates, and fans for match-viewing parties, athlete meet-and-greets, live entertainment, and cultural programming.
As part of the World Cup kickoff festivities, Giesen 0% Spritz Sauvignon Blanc and Rosé will be featured across all bar areas, offering attendees a stylish, lightly sparkling non-alcoholic option to celebrate fully without compromise. Giesen will also co-host Sunday’s closing-day programming on June 14, where guests can enjoy a specialty 0% Spritz mocktail created exclusively for the occasion during two landmark moments: the first-ever Gay MLS Players Reunion and the Gay Games Sendoff honoring athletes preparing to compete in Spain. With just 50 calories per can, the ready-to-drink spritz is designed for those looking to moderate without missing out on the experience, from beach days to concerts, sporting events, and cultural gatherings.
“PH LA/WeHo is about creating a welcoming space where LGBTQ+ athletes, fans, and allies feel seen, celebrated, and connected,” said Michael J. Ferrera, CEO of Out Athlete Fund. “We’re thrilled to partner with Giesen, a brand that understands the importance of inclusivity and intentional social experiences during such a historic weekend for Los Angeles.”
The partnership marks another milestone in Giesen’s continued expansion into cultural moments where moderation, inclusivity, and social connection intersect. Rooted in New Zealand winemaking and crafted for modern, mindful drinking occasions, the 0% Spritz range complements Giesen’s growing portfolio of award-winning alcohol-removed wines, including Sparkling Brut, Sauvignon Blanc, Chardonnay, Rosé, and more.
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