Toast Virginia Messaging Guidelines
Updated January 2026
This resource supports trade partners to develop consistent messaging for the “Toast Virginia” campaign. It includes talking points that can be adapted or used to connect Virginia wine to real-life moments and invites consumers to see Virginia wine as approachable, exciting and made for them.
The campaign aims to make Virginia wine more present, more relevant, and more personal. By anchoring the campaign in real occasions that reflect how consumers actually live, eat and connect, we open the door to stronger engagement and top of mind consideration for Virginia wine.
Core Campaign Message
Virginia wine is made for the way we live. It’s more than something we drink – it’s part of who we are. Shaped by our community spirit, our love of great food, and the way we come together, Virginia wine is crafted to fit the moments that matter.
Whether it’s a backyard barbecue, a cozy dinner at home, a festive celebration or an intimate date night, whatever the occasion, there’s a Virginia wine that fits just right.
With diverse grape varieties grown across our beautiful Commonwealth, our wines are some of the most exciting and delicious on the East Coast. Like our winemakers, they’re full of personality, flavor, and are rooted in Virginia tradition while embracing innovation.
Don’t forget to include #ToastVirginia in all your social media posts to help amplify the campaign and showcase how Virginia celebrates every moment.
#TOASTVIRGINIA
Tips for Activating the Campaign
Media: Drop in relevant occasion-led messages to bring storytelling to life. Connect Virginia wine to seasonal moments, local events, and lifestyle trends that resonate with your audience.
Social Media: Use occasion-led imagery and messaging to frame social posts, reels, or caption hooks. Showcase real moments where Virginia wine enhances the experience.
Trade: Use occasion-led imagery and messaging to inform promotional activity, point-of-sale materials, signage, event themes, or wine lists. Help customers see Virginia wine as the perfect choice for their specific needs.
Occasion Based Messaging
Casual Gatherings
“For those laid-back moments with friends…”
- Virginia wine brings people together naturally
- Perfect for backyard barbecues and casual get-togethers
- Easy-drinking wines that please every palate
- No fuss, just good wine and good company
Special Celebrations
“When the moment calls for something special…”
- Virginia wine adds elegance to any celebration
- Toast life’s milestones with local wine
- Premium Virginia wines for memorable occasions
- Celebrate in style with Virginia’s finest
Intimate Moments
“For quiet evenings and meaningful connections…”
- Virginia wine creates cozy, intimate atmospheres
- Perfect for date nights and romantic dinners
- Share a bottle and create lasting memories
- Wine that brings people closer together
Seasonal Celebrations
“Virginia wine for every season…”
- Spring: Fresh, bright wines for renewal and new beginnings
- Summer: Crisp whites and rosés for outdoor entertaining
- Fall: Rich reds perfect for harvest celebrations
- Winter: Bold, warming wines for cozy moments
Food & Wine Experiences
“Virginia wine and food – a perfect match…”
- Pairs beautifully with Virginia cuisine
- Enhances dining experiences at home or out
- Complements diverse culinary traditions
- Makes every meal more memorable
Always Include Responsible Messaging
- Age-appropriate audience targeting (21+)
- Moderation and safety messaging
Sample Responsible Messaging:
- “Enjoy Virginia wine responsibly and in moderation”
- “Virginia wine is an adult beverage for those 21 and over”
- “We support responsible enjoyment and diverse beverage choices”
Key Messaging Pillars
Made for How We Live
Virginia wines reflect our people and our lifestyle – they’re welcoming, genuine and community-focused. It’s not about rules or rituals, it’s about how people actually enjoy wine: with good company, in a favorite place, with a great meal. They’re easygoing, full of character, and perfect for wherever the moment takes you.
Talking Points:
- Virginia wine fits naturally into your lifestyle
- No pretense, just authentic enjoyment
- Made for real moments with real people
- Reflects Virginia’s welcoming hospitality
- Perfect for casual and special occasions alike
So Much Variety, So Many Ways to Enjoy
From crisp Viogniers to bold Cabernet Francs and refreshing rosés, Virginia wine is a world of adventure waiting to be explored. Rediscover the quality and diversity in our own backyard – from earthy to elegant, light to full-bodied, there’s something for every taste and every occasion. From classic favorites to unexpected discoveries, there’s always something new to explore about Virginia wine.
Talking Points:
- Wide variety of grape varieties and wine styles
- Something for every palate and preference
- Local wines with distinct Virginia character
- Perfect for wine exploration and discovery
- Seasonal options for year-round enjoyment
Local Wine, World-Class Quality
With over 300 wineries across diverse wine regions, Virginia wine has never been more exciting or more accomplished. Virginia winemakers are passionate, innovative, and deeply connected to their land. The result? Wines that are as exceptional as they are approachable, rooted in Virginia soil and tradition.
Talking Points:
- Virginia’s wine industry continues to grow and improve
- Award-winning wines gaining national recognition
- Passionate winemakers dedicated to quality
- Unique terroir creates distinctive Virginia wines
- Supporting local economy and communities
Every Bottle Tells a Story
Behind every glass is a region, a vineyard, and a piece of Virginia. Every bottle has a story that makes the wine unique – from the historic landscapes of Monticello to the rolling hills of Loudoun County. Virginia wine is wine with heart – made to be savored and shared. Just great wine that feels familiar, welcoming and enjoyable.
Talking Points:
- Rich Virginia history and wine heritage
- Connection to Virginia’s landscapes and terroir
- Stories of family wineries and passionate winemakers
- Wine that connects you to place and community
- Tradition meets innovation in every bottle
Wine That Shows Up for Every Moment
Big celebrations or quiet nights in – Virginia wine is made to be enjoyed your way, no matter the occasion. No rules or expectations, just great tasting wines that work with your style, your food, your moment. From casual weeknight dinners to milestone celebrations, Virginia wine is there to toast life’s moments.
Talking Points:
- Versatile wines for any occasion
- No intimidation, just enjoyment
- Perfect for entertaining or personal enjoyment
- Complements Virginia’s food culture
- Makes every moment worth celebrating
Looking for Visuals?
Access the Toast Virginia suite of occasion-led campaign templates, social tiles, and creative assets through the official campaign toolkit.
Alternatively, use your own occasion-led imagery that works for your brand and your target audience and incorporate into the campaign templates. More information is available in the asset guidelines.
Contact & Support
For additional messaging support, campaign questions, or local activation ideas, contact the Virginia Wine Coalition team at info@virginiawinecoalition.org.