A golf bag company releasing a red wine called SUNDAY feels like a trademark lawsuit waiting to happen, but Sunday Golf is betting the timing is either perfect or perfectly irrelevant. The San Diego-based bag manufacturer has partnered with Elk Grove's Adkins Family Vineyards on a $25 red blend designed, according to the press release, to be enjoyed on or off the course.
The optics here are impossible to ignore. Tiger Woods launched Sun Day Red in 2024, and the name collision between that billion-dollar lifestyle play and a wine bottle from a lightweight bag company creates exactly the kind of search engine chaos that either helps or hurts a smaller brand. Sunday Golf insists this is about pairing wine culture with golf culture, not about drafting off someone else's trademark. The 2023 red blend comes from a family operation that grows and harvests its own grapes on solar-powered property in California's Central Valley. At $25, it's priced for the same customer who buys a $200 carry bag instead of a $400 one.
Sunday Golf has been on a tear that makes the wine play feel like a victory lap rather than a distraction. The brand jumped 49% in DORMIED's global rankings this month, now sitting at 35th worldwide. MyGolfSpy just named their Ranger bag the 2026 Staff Pick for Stand Bag of the Year. Previous collabs with 7-Eleven and Whataburger suggest a brand comfortable playing in spaces where traditional golf companies would never venture. This is a company that built its reputation on making golf less precious, and a wine collab fits that ethos better than it might seem at first glance.
The pairing makes more sense when you look at Sunday Golf's actual customer. This is not the golfer who collects first-growth Bordeaux and belongs to three clubs. This is the golfer who brings a six-pack to a municipal twilight round and thinks $200 for a bag is already pushing it. A $25 wine that references the brand without requiring membership at a tasting room hits that demographic exactly. Adkins Family Vineyards brings legitimate credentials, having won awards since 2012 with a fully vertical operation from grape to bottle.
The question is whether Sunday Golf can keep stacking wins without losing the scrappy identity that got them here. A bag company selling wine is either brand extension done right or the first sign of a company that doesn't know what it actually is. The 7-Eleven collab worked because it was absurd. The Whataburger collab worked because it was regional and loyal. A wine collab could work because it's about experience over equipment, bringing the same people together for a different reason. Or it could read as a brand stretching into a category it has no business entering.
Sunday Golf's trajectory suggests they've earned the benefit of the doubt. A company ranked 35th globally with a 49% monthly surge and a MyGolfSpy Staff Pick has momentum that a wine bottle won't derail. The real test is what comes next: whether the collabs keep hitting because the brand understands its audience, or whether they start feeling like content for content's sake. For now, SUNDAY red wine is a $25 bet that golf's casual customer wants to drink what they play.
