When world-class tennis meets world-class winemaking, the result is an experience that elevates both the palate and the passion for sport. DAOU Vineyards is making its triumphant return to the 2026 Nexo Dallas Open, marking year two of a landmark three-year partnership that has redefined what experiential wine marketing looks like in the hospitality industry.
From February 7–15, 2026, tennis fans and wine enthusiasts alike will converge at the Ford Center at The Star in Frisco, Texas, where DAOU will once again serve as the Official Wine of one of America’s most prestigious ATP Tour 500 men’s tennis tournaments.
A Partnership Built on Excellence and Precision
The synergy between fine winemaking and elite tennis isn’t accidental. Both disciplines demand an unwavering commitment to precision, passion, and the relentless pursuit of excellence: values that DAOU Vineyards has championed since brothers Georges and Daniel Daou founded the estate in 2007.
“We are proud to return to the Nexo Dallas Open for year two of our three-year partnership and celebrate the inspiring talent, energy, and spirit of the tennis community in Dallas,” said Neb Lukic, President, Luxury Sales and Marketing, Treasury Americas. “At DAOU, we believe world-class winemaking and tennis share a pursuit of excellence, precision, and passion. We look forward to continuing to share the essence of DAOU through 2027, creating memorable moments that reflect the quality and elegance of both our wines and this tournament experience.”
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This philosophy resonates deeply within the food and beverage industry, where brand experiences increasingly drive consumer loyalty and engagement. For hospitality professionals watching how premium brands activate at major sporting events, DAOU’s approach offers a masterclass in experiential marketing.
The DAOU Lounge: Where Hospitality Meets High-Stakes Tennis
At the heart of DAOU’s presence at the tournament lies its signature lounge within the Hospitality Village: a luxurious escape designed to transport guests from courtside tension to California wine country serenity.
Dressed in DAOU’s signature red palette and accented with tennis-inspired decor, the premium space creates an immersive environment that celebrates both the estate’s heritage of excellence and the electric atmosphere of world-class competition.
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Open daily during tournament hours, the DAOU Lounge will pour a carefully curated selection from the winery’s celebrated portfolio:
- DAOU Cabernet Sauvignon – The estate’s hallmark expression of Paso Robles terroir
- DAOU Chardonnay – Elegant and balanced, perfect for courtside sipping
- DAOU Rosé – Crisp and refreshing, ideal for the tournament atmosphere
- DAOU Sauvignon Blanc – Bright and lively with distinctive character
- Soul of a Lion – The iconic flagship wine representing the pinnacle of DAOU’s craft
For food and beverage professionals, the strategic decision to make DAOU wines available at all arena bars: not just the exclusive lounge: demonstrates a comprehensive approach to beverage program integration that maximizes brand exposure while enhancing the overall guest experience.
Star-Studded Competition Meets Premium Pours
The 2026 Nexo Dallas Open promises exceptional tennis talent that matches the caliber of wines being poured. This year’s tournament features a world-class roster including:
Current ATP Stars:
- Taylor Fritz (top-ranked American)
- Ben Shelton (rising American talent)
- Casper Ruud (2025 runner-up)
- Grigor Dimitrov (former World No. 3)
Adding to the excitement, the 2026 Nexo Dallas Open All-American Classic will bring together tennis legends across generations. Icons John McEnroe, Andy Roddick, John Isner, and Sam Querrey will face off in what promises to be one of the tournament’s most memorable events.
This combination of current stars and legendary champions creates the perfect environment for a premium wine brand seeking to connect with discerning consumers who appreciate excellence in all its forms.
Menu Innovation Meets Experiential Marketing
For hospitality leaders and food and beverage managers watching industry trends, DAOU’s activation strategy offers valuable insights into how premium brands can create meaningful connections with consumers outside traditional retail and restaurant settings.
The tournament experience reflects several key trends shaping the food and beverage industry:
Experiential Engagement: Rather than simply sponsoring an event, DAOU creates immersive brand moments that tell a story. The lounge environment transports guests mentally to their 212-acre hilltop estate in Paso Robles while they physically remain courtside in Texas.
Accessibility Within Exclusivity: By offering wines at both the premium lounge and arena bars throughout the venue, DAOU strikes a balance between exclusivity and accessibility: a critical consideration for brands navigating today’s consumer expectations.
Multi-Year Commitment: The three-year partnership demonstrates a long-term investment in building brand equity and consumer relationships, rather than one-off promotional splashes.
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The DAOU Story: From Paso Robles to Center Court
Understanding DAOU’s positioning at premier events requires appreciating the estate’s remarkable journey. Situated on a 212-acre hilltop estate in the Adelaida District of Paso Robles, DAOU Vineyards was founded to develop the extraordinary potential of Cabernet Sauvignon and other Bordeaux varieties in the region.
The estate at DAOU Mountain combines remarkable geology, favorable microclimate, and high elevation: once described by renowned California winemaker André Tchelistcheff as “a jewel of ecological elements.”
This commitment to terroir and craftsmanship translates seamlessly into the brand’s partnership philosophy. Just as DAOU believes in creating wines that are both complex and accessible, designed to be a genuine pleasure to drink, their tournament presence aims to deliver experiences that are sophisticated yet welcoming.
What This Means for Hospitality Professionals
The DAOU-Nexo Dallas Open partnership exemplifies a broader shift in how beverage brands approach consumer engagement. For restaurant owners, beverage directors, and hospitality managers, several takeaways emerge:
- Premium positioning requires premium experiences. Simply listing a wine on your menu isn’t enough: creating storytelling moments around your beverage offerings builds lasting connections.
- Sports and lifestyle partnerships drive awareness. Aligning with events that attract your target demographic creates organic exposure opportunities.
- Consistency builds credibility. DAOU’s multi-year commitment demonstrates that sustained presence builds stronger brand associations than sporadic activations.
For those interested in how leading hospitality brands are approaching menu innovation and guest experiences, DAOU’s approach offers a compelling case study in premium positioning.
Tournament Details and How to Experience DAOU
The 2026 Nexo Dallas Open takes place February 7–15, 2026, at the Ford Center at The Star in Frisco, Texas. As the only ATP Tour indoor championship in the United States, the tournament offers a unique setting for experiencing world-class tennis paired with exceptional wines.
The Sorbet Smoothie Collection featured is available now through March 31, 2026. Download the Häagen-Dazs app and sign up for the loyalty program to access exclusive rewards, seasonal promotions, and insider news.
For more information on DAOU Vineyards and their estate experiences, visit www.daouvineyards.com or follow @daouvineyards on social media.
The Intersection of Sport, Wine, and Hospitality
As the food and beverage industry continues evolving, partnerships like DAOU’s presence at the Nexo Dallas Open illustrate how premium brands can extend their reach while maintaining authenticity. From courtside to countryside, DAOU is redefining how consumers engage with fine wine, offering moments of connection as refined as the wines themselves.
For hospitality professionals seeking inspiration for their own beverage programs and brand partnerships, the lesson is clear: excellence recognizes excellence. Whether it’s a perfectly executed backhand or a perfectly balanced Cabernet Sauvignon, quality speaks a universal language.
Looking for more insights on hospitality industry trends and predictions? Stay connected with Food & Beverage Magazine for the latest news shaping our industry.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine’s “Top 40 Under 40” for founding American Wholesale Floral. Politz is also the founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
