The upcoming season brings broader grocery distribution for VARA spirits, expanded activations, and continued support for the Somos Unidos Foundation.
March 24, 2026 (Albuquerque, NM) — VARA Winery & Distillery, an Albuquerque-based urban winery and craft distillery, is proud to announce the extension of its partnership with New Mexico United for its third year. This season, the collaboration continues with a branded Sparkling Brut sparkling wine and spirits line, the latter of which is now available through broad distribution at local grocery and liquor stores statewide.
VARA’s award-winning Somos Unidos Gin and Somos Unidos Light and Dark Rums can now be purchased across New Mexico, in addition to VARA’s tasting rooms, while fans continue to enjoy the exclusive co-branded Sparkling Brut at tailgate events and pre-party activations where VARA will provide samples and bottles for sale. This season will also feature expanded activations and larger tailgating events, giving fans even more ways to engage with the team.
One dollar from each collaboration bottle sold will benefit The Somos Unidos Foundation, New Mexico United’s nonprofit initiative that creates positive opportunities for youth through sports, arts, and community programs.
“The energy around this club and the pride people have for New Mexico is something special. We’re excited to take our partnership into its third year,” said Jon Murray, general manager of VARA Winery & Distillery. “This season, fans can celebrate with our bubbles and spirits at the stadium, at tailgates, or in game-day gatherings at home. It’s a great way to toast our hometown and the United family at the same time.”
VARA continues as a back-of-jersey sponsor and presenter of the “VARA Play of the Match.” The brand’s expanded presence at games, through pre-parties and tailgate activations featuring VARA tastings, ensures a festive, flavorful, and interactive fan experience throughout the season.
“We are incredibly grateful for VARA’s continued support as we enter into our third season together,” Clint Gray, Vice President of New Mexico United. “Partnerships like this are built on more than just business. They are built on shared values and vision for what we want to create for our community. VARA believes in the power of this club and the impact we can have across New Mexico, and we are proud to keep building something meaningful together by delivering even more for our fans and our state in the years ahead. Together, we are showing what it truly means to represent New Mexico’s team.”
With tasting rooms in Albuquerque and Santa Fe, VARA Winery & Distillery is a leader in elevating New Mexico’s beverage landscape, producing a range of wines and spirits that reflect the region’s bold character and centuries-old winemaking heritage.
About VARA Winery & Distillery
At VARA Winery & Distillery, tradition and innovation come together to craft extraordinary wines and spirits. Founded in New Mexico — the birthplace of North American winegrowing in 1629 — VARA honors this rich legacy while leading the future of American sparkling wine. Our passionate team of winemakers and distillers are master blenders, deeply committed to quality, creativity, and pushing the boundaries of craft. From acclaimed Méthode Champenoise sparkling wines to award-winning spirits, every bottle we create celebrates our heritage and our commitment to creativity, community, and excellence. Discover more at varawines.com.
About New Mexico United
New Mexico United, the state’s first professional soccer franchise, brings the most popular sport in the world home to the Land of Enchantment. Fueled by a passion for community, New Mexico United’s promise is to provide a platform that brings New Mexicans together for a unique sporting experience, celebrating the unity and excitement inherent in world-class soccer.
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