Fun Wine

About Fun Wine

Fun Wine, legally The Fun Wine Company, Inc., is a Miami-based beverage company that markets low-alcohol, fruit-flavored wine cocktails. Founded in 2010 by Joe Peleg, the company aims to disrupt the traditional wine industry by making wine more approachable and less formal. Peleg, a Cornell University Hospitality Management graduate with over 25 years of experience in the food and beverage industry, including consulting for airlines and event venues, envisioned a wine product with mass appeal that was both affordable and enjoyable for a wider audience, particularly millennials, as an alternative to beer.

The company's core business revolves around creating and selling ready-to-drink (RTD) wine cocktails. Initially produced in Germany and later in Southern France with premium French grapes, the business model focuses on producing low-ABV (5.5%), low-calorie, and flavorful wines. Revenue is generated through the sale of these beverages, which are distributed in the United States by Republic National Distributing Company and internationally in markets across Asia, Latin America, and Europe. Fun Wine has positioned itself to appeal to health-conscious consumers by using natural flavors and sweetening its drinks with monk fruit, resulting in a product with only 59 calories per glass.

Fun Wine's product line includes unique flavor combinations such as Coconut Chardonnay, Strawberry Rosé Moscato, Peach Passion Moscato, and Sangria. The company has also introduced novel products like coffee-wine hybrids, including Espresso Cabernet™ and Cappuccino Chardonnay™. A key differentiator for the brand is its packaging. The bottle designs, created by Latin Grammy Award-winning graffiti artist Miguel Paredes, are inspired by Miami's vibrant street art and multicultural scene. Fun Wine was also the first to introduce slim cans and a 330 mL aluminum bottle to the wine industry, offering convenience and portability. In a significant marketing move, American singer-songwriter Christina Aguilera joined the company as Chief Culture Officer to help with global expansion and brand expression.