Because Pride, soccer, and sober sipping absolutely belong in the same sentence.
There are weekends that quietly arrive on the calendar, and then there are weekends that show up wearing sunglasses, waving a Pride flag, and asking where the good non-alcoholic options are.
This June, Giesen 0% is stepping directly into the moment.
Giesen Group, the premium non-alcoholic wine brand known for its alcohol-removed wines and ready-to-drink spritzes, has announced a new partnership with Pride House LA/West Hollywood as the Official Non-Alcoholic Wine Partner for its kickoff weekend, taking place June 11–14, 2026, at Beaches Tropicana in West Hollywood.
The timing is not subtle. And we love that for everyone involved.
The event lands during Pride Month and the opening weekend of the 2026 World Cup, bringing together sports fans, LGBTQ+ athletes, advocates, allies, celebrities, and culture-makers for four days of match-viewing parties, athlete meet-and-greets, live entertainment, and community programming.
In other words: big energy, big feelings, big screens, and thankfully, something better to sip than a sad backup beverage ordered under fluorescent bar lighting.
Pride House LA/WeHo Meets Mindful Drinking
Pride House LA/West Hollywood is presented by the Out Athlete Fund and serves as a multi-year initiative leading up to the 2028 Olympic and Paralympic Games in Los Angeles. Its mission centers on celebrating LGBTQ+ athletes, fans, and allies through sports, culture, and community.
The June kickoff weekend marks the official launch of Pride House LA/WeHo and offers a preview of what’s to come: a 17-day flagship festival during the 2028 Summer Games, transforming West Hollywood into a major hub for LGBTQ+ sports, culture, and connection.
And for this opening weekend, Giesen 0% will be part of the bar experience across the event.
Guests will be able to enjoy Giesen 0% Spritz Sauvignon Blanc and Rosé, both lightly sparkling, ready-to-drink non-alcoholic wine options. Each can comes in at just 50 calories and is designed for people who want to celebrate, socialize, and stay present without alcohol being the price of admission.
That sentence used to sound like a compromise. Now it sounds like a plan.
“All In, Never Out”
Giesen’s campaign, “All In, Never Out,” is built around a straightforward idea: nobody should feel sidelined at a social occasion because they aren’t drinking alcohol.
That message lands differently at a Pride Month event centered around belonging, visibility, and community.
Richard O’Brien, General Manager of Giesen Group, put it plainly: “Social occasions should feel welcoming and accessible to all.” As more people embrace mindful drinking and moderation, Giesen is building options that let people celebrate fully, without having to quietly negotiate their way through a bar menu.
That phrase — without compromise — matters.
Because the old version of not drinking at a major event often meant making peace with lukewarm soda, over-sugared mocktails, or that mysterious “NA option” nobody can actually locate.
The new version? A chilled can of non-alcoholic Sauvignon Blanc Spritz in the middle of a major cultural weekend in West Hollywood.
Progress looks good with bubbles.
Sunday’s Closing-Day Programming Includes a Specialty Giesen 0% Mocktail
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 event.
The day includes two major moments: the first-ever Gay MLS Players Reunion and the Gay Games Sendoff honoring athletes preparing to compete in Spain.
Michael J. Ferrera, CEO of Out Athlete Fund, said Pride House LA/WeHo is about creating a space where LGBTQ+ athletes, fans, and allies feel “seen, celebrated, and connected.” What he’s describing is a bar menu that was built with those people in mind from the start. Not as an afterthought. Not as a checkbox.
That’s the real headline here.
This isn’t just about offering a non-alcoholic beverage. It’s about recognizing that alcohol-free options belong in the center of modern culture, not tucked away like an afterthought next to the extra napkins.
Non-Alcoholic Wine Is Having a Main Character Moment. Giesen Showed Up Ready.
Giesen 0% has become one of the better-known names in the alcohol-removed wine space. The brand is rooted in New Zealand winemaking, founded by brothers Theo, Alex, and Marcel Giesen in 1981, and built on a reputation for quality that carried over when they started pulling the alcohol out. Their 0% range now includes Sauvignon Blanc, Pinot Grigio, Rosé, Riesling, a Premium Red Blend, and Sparkling Brut. The newest additions, the 0% Sauvignon Blanc Spritz and 0% Rosé Spritz, are the ones showing up in West Hollywood this June.
Translation: people still want flavor, ritual, celebration, and a cute can in hand. They just don’t always want alcohol.
And that is not a niche anymore. That is culture catching up.
Why This Partnership Matters
For sober people, sober-curious people, mindful drinkers, athletes, designated drivers, medication-takers, early risers, social butterflies, introverts pretending to be fine, and anyone who simply doesn’t want to drink that day, events like this matter.
Not because everyone needs a non-alcoholic wine to survive a party.
But because options signal belonging.
When thoughtful alcohol-free choices are built into the experience from the beginning, the message changes from “we guess you can still come” to “you were considered.” During Pride Month, at an event celebrating LGBTQ+ athletes and allies, alongside the global energy of the World Cup, that kind of hospitality isn’t a nice touch.
It’s the whole point.
So cheers to Pride House LA/WeHo, Giesen 0%, and every event planner who is finally realizing that a bar menu that works for everyone is not a trend. It’s the assignment.
Event Details
What: Pride House LA/West Hollywood World Cup Kickoff Weekend
When: June 11–14, 2026
Where: Beaches Tropicana, West Hollywood
Presented by: Out Athlete Fund
Official Non-Alcoholic Wine Partner: Giesen 0%
Featured NA options: Giesen 0% Spritz Sauvignon Blanc and Rosé
For more information, visit Pride House LA/West Hollywood and Giesen Wines.
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SOBER EVENTS at The Sober Curator keeps you in the loop on alcohol-free gatherings happening nationwide. From sober comedy shows and non-alcoholic tastings to festivals, retreats, and sporting events, we highlight vibrant, community-driven experiences from coast to coast. Our goal? To keep you entertained, inspired, and connected—no matter where you live. Need more sober time than one event? We’ve got your back with our Sober Retreat Calendar.
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What is Giesen 0%?
Giesen 0% is a premium range of alcohol-removed wines from Giesen Group, a family-owned winery based in Marlborough, New Zealand. The lineup includes alcohol-removed Sauvignon Blanc, Rosé, Chardonnay, Sparkling Brut, and ready-to-drink 0% Spritz options.
What is Pride House LA/West Hollywood?
Pride House LA/West Hollywood is a multi-year initiative celebrating LGBTQ+ athletes, fans, and allies through sports, culture, and community programming. It is produced by Out Athlete Fund and will lead up to a larger 17-day festival during the 2028 Summer Games in Los Angeles.
When is the Pride House LA/West Hollywood World Cup kickoff weekend?
The kickoff weekend takes place June 11–14, 2026, at Beaches Tropicana in West Hollywood. The event coincides with Pride Month and the opening weekend of the 2026 World Cup.
What non-alcoholic drinks will Giesen serve at the event?
Giesen 0% Spritz Sauvignon Blanc and Giesen 0% Spritz Rosé will be featured across the event’s bar areas. Giesen will also co-host Sunday’s closing-day programming with a specialty 0% Spritz mocktail created for the occasion.
Why does this partnership matter?
The partnership highlights the growing importance of inclusive, alcohol-free options at major cultural events. For sober, sober-curious, mindful drinkers, athletes, and anyone choosing not to drink, having premium non-alcoholic beverages available helps make the experience feel more welcoming and intentional.
