Fussie Wines Launches: Finally, a Wine Brand Built for Gen Z

FOR IMMEDIATE RELEASE: Fussie Wines Launches: Finally, a Wine Brand Built for Gen Z

From zero marketing to selling out: How a trademark forced a rebrand and made everything better

San Francisco, CA – [June 2026] – Fussie Wines is officially here. It's not a traditional wine company chasing younger drinkers. It's a brand founded and led by the Gen Z women who drink it.

Last year, Samantha Burdette and Tess Roletti quietly launched Vino Disco. They set out to solve their own problem and build something bigger: good wine designed for how Gen Z actually lives. No whole bottles to finish. No guilt about waste. Wine that fit in tiny fridges, not wine cellars.

What followed validated everything they'd built: 3,600 boxes sold. 32 retailers carrying it. Zero marketing spend. Everything sold out. No paid ads. No influencer deals. Just product-market fit.

Then a trademark issue forced them to rename.

Instead of fighting it, they reimagined everything.

"That forced rebrand actually saved us," says Tess Roletti, co-founder. "It made us ask: who are we really? We realized we're building a cultural moment, not just a wine brand. But great wine has to come first. Everything—the positioning, the gathering, the world we're creating—means nothing if people don't actually love what's in the box."

Made for the Way You Actually Live

Three wines. One 1.5L box. Infinite nights.

Fussie Rosé is grapefruit and cherry, basically a farmer's market haul in a glass. Fresh, bright, the kind of wine you pour at 6pm and suddenly it's midnight, in the very best way.

Fussie Red is smooth plum, hibiscus, a little dark chocolate. Made for a midweek glass, second helpings, the conversations that shouldn't end.

Fussie White is bright and round (trust us on this), with notes of honeydew and pear. It’s the perfect daytime pour and ready for whatever the night brings.

Each box stays fresh for 8 weeks (not 3 days like bottles). It's smaller than a six-pack of beer, designed to fit in your shoulder bag, your tiny fridge shelf, your bike basket. It's made from Northern California vineyards that actually care about sustainability. And it's beautiful enough to leave on the table, not hide.

This is what happens when wine design is personal instead of institutional.

Why boxed wine is the answer to winning over Gen Z

Everyone is talking about it: the wine industry is struggling to reach the next generation of drinkers. We can't tell you how many times we've heard this. But as what often feels like some of the only Gen Z founders in the wine industry, something has always felt off about that narrative. The reality is, we aren't rejecting wine. We're just drinking differently, more selectively. And the 750ml bottle format isn’t working.

When we launched our first brand, we had no idea who our customer would be. We were equally shocked and excited by the results. Gen Z and younger Millennials were the ones selling out our inventory. One local grocery buyer even told us, "I swear only cool girls are buying your wine."

What we realized was that Gen Z, especially women, loved our wine for the same reasons we did. They wanted a half glass on a Tuesday. A week later, they could bring it to the park with friends. Maybe there were still a few glasses to have before a night out that weekend. No waste. No pressure. No compromise on quality.

It feels like we've stumbled onto something the industry isn't talking about yet: boxed wine may actually be the format best suited for the next generation of wine drinkers.

And for Millennials, there's another layer to it. Like us, many were "slapping the bag" in college. So there's something nostalgic about seeing that format grow up alongside them. The convenience is still there, but now it's paired with high-quality wine and packaging they are actually proud to keep on their counter.

It's Not Wine. It's Why You Gather

"Fussie is built on the belief that caring deeply about details is a good thing," says Sam Burdette, co-founder. "Being particular isn't embarrassing. It's how you express yourself. It's how you show people they matter—through lighting, through playlists, through the wine you choose."

The brand exists at the intersection of taste, aesthetics, and real life. Not about perfection. Not about impressing people. But about gathering the people who matter. The kind of night where you light candles before people arrive. Where the playlist gets passed around all summer. Where you make Tuesday feel like something special.

Fussie doesn't gatekeep wine behind tradition or price. It makes great wine feel like it belongs in your actual life, not someday when you're older or richer or have the "right" kitchen. Now. Tonight. With your people.

The Launch

Fussie Wines is now available online with direct-to-consumer shipping to 39 states. Available at drinkfussie.com.

The brand is doing what it does best: shipping product to people who get it, and letting them tell the story.

ABOUT FUSSIE WINES

Fussie is a premium boxed wine brand designed by Gen Z women for Gen Z women. Founded by childhood friends Sam Burdette and Tess Roletti, Fussie makes high-quality, juicy, crushable wines and packages them in beautifully designed boxes that fit real life: smaller, sustainable, portable, and made to be seen.

For more information, press inquiries, or interview requests:

@drinkfussie drinkfussie.com