Welch's Says Cheers to Holiday Chaos with New "Before the Toast" Microdrama

Five-episode social series starring Welch's Sparkling, Christy Carlson Romano, Sabrina Bryan and Heather Morris anchor the brand's festive campaign spanning social, creator partnerships, paid media, and other consumer touchpoints throughout the holiday season

• Welch's is bringing its Sparkling Juice portfolio to life through "That's Worth a Toast," a festive campaign led by "Before the Toast," a five-episode microdrama starring friends and nostalgic stars Christy Carlson Romano, Sabrina Bryan and Heather Morris, alongside Christy's husband, Brendan Rooney.
• The series captures the relatable chaos, unexpected twists and connections that make holiday gatherings memorable, with the trailer premiering today and new episodes launching November 17 through December 8 across @Welchs Instagram and TikTok.
• The campaign extends beyond the series through an integrated approach spanning social-first entertainment, creator partnerships, paid media, community engagement, and retail and holiday programming with Instacart, Disney+ and Hulu.

WALTHAM, Mass., Nov. 9, 2026 /PRNewswire/ -- Holiday gatherings rarely go exactly according to plan—and that's half the fun. This festive season, Welch's is celebrating the little victories with "That's Worth a Toast," an integrated campaign that brings its Sparkling Juice assortment into the heart of today's holiday culture.

At its center is "Before the Toast," a five-episode social-first microdrama bringing together a group of friends and stars known for nostalgic classics, including Christy Carlson Romano, Sabrina Bryan and Heather Morris, alongside Christy's husband, Brendan Rooney. Through a story filled with familiar family dynamics and unexpected twists—from juggling packed schedules to preparing meals, guests showing up early to forgetting key ingredients, and keeping cherished traditions alive while creating new memories—the series captures the unpredictability of getting together for the holidays while putting Welch's Sparkling at the center of celebrations big and small.

"The holidays can be a whirlwind, and my family knows that firsthand with a Christmas Eve birthday and a New Year's Eve anniversary in the mix," said Christy Carlson Romano. "Even with so much going on, I try to make time for the traditions and little experiences that become memories we hold onto forever, and Welch's Sparkling is one of my family's favorite ways to celebrate all the festivities of the season. And that's what I love about 'Before the Toast'—it's a reminder that amid all the holiday chaos, the moments that matter most are the ones we share with the people we love, and a glass of Welch's Sparkling at the center."

The Five-Episode Festive Story & Beyond

The "Before the Toast" trailer premieres today, with episodes launching November 17 through December 8 on @Welchs Instagram and TikTok. The series will include:

• Nov. 17: Episode 1, Nobody's Ever Early – Thanksgiving
• Nov. 24: Episode 2, Who's Going First? – Talent Show
• Dec. 1: Episode 3, No One Gets Left Out – Backyard Games
• Dec. 3: Episode 4, It's The Thought That Counts – Christmas Eve
• Dec. 8: Episode 5, Midnight-ish – New Year's Eve

Beyond the social series, the campaign extends across creator partnerships, paid media, community engagement, and retail and holiday programming with Instacart, Disney+ and Hulu.

Share a Toast and Spread Some Cheer

Welch's is giving consumers additional ways to put "That's Worth a Toast" into action, whether they're celebrating a small holiday win, recognizing a loved one who has made the season brighter or sharing a little cheer with someone navigating the holiday rush.

As part of the campaign, Welch's is teaming up with Instacart for a "This Toast Is on Us" activation, offering complimentary full-size bottles of Welch's Sparkling in November leading into Thanksgiving and in mid-December leading into Christmas. To toast to someone they love, shoppers can find the free-gift offer on the Welch's Sparkling product card in the Instacart app while supplies last, then simply add to cart, where the discount applies automatically.

The spirit of sharing continues on social with "Send a Toast" giveaways happening throughout the season, inviting consumers to celebrate the people who make the holidays special—even when things get a little chaotic. Follow @Welchs on Instagram to participate.

And because the holidays are as much about small traditions as big moments, Welch's is extending the campaign to Disney+ and Hulu, where families streaming holiday movies this season, including 25 Days of Christmas, will see Welch's Sparkling ads alongside their favorite seasonal titles.

"Every generation puts its own stamp on the holidays, and Welch's has an opportunity to be part of the traditions people are creating now," said Andrew Hartshorn, Chief Brand & Innovation Officer at Welch's. "With 'That's Worth a Toast,' we're showing how Sparkling can show up in every family's unique celebration through a series made to unfold on social, spark conversation and carry through to the celebration itself. We've been part of family gatherings for generations, and we're still finding new ways to get invited."

A New Sparkling Option for the Holidays

Welch's Sparkling Juice is available in a variety of refreshingly bubbly real fruit flavors for every taste and holiday celebration, including Red Grape, White Grape, Rosé Grape, Passion Fruit Mango, and more.

This festive season also marks the introduction of Welch's Sparkling Low Sugar Grape, its newest addition to the portfolio, now available exclusively at Walmart for a suggested retail price of $3.98. With just four grams of total sugars, zero added sugar and 25 calories per eight-fluid-ounce serving, Welch's Sparkling Low Sugar Grape offers a lower-sugar way for consumers to enjoy the same bubbly real fruit flavor they rely on as they celebrate the season.

For more information on Welch's "That's Worth a Toast" campaign, please visit: https://www.welchs.com/en-us/sparklingjuice. 

About Welch's

Welch's is proudly owned by a cooperative of U.S. family farmers. Best known for its iconic Concord grape juices, jams, jellies, and spreads made with grapes grown on their farms, Welch's is a trusted leader in fruit-based food and beverages. Our purpose of nourishing through the goodness of fruit is at the heart of everything we do.

Founded in 1869, Welch's has spent more than 150 years bringing real fruit flavor to families around the world. Today, the Welch's portfolio includes a wide variety of juices, sparkling fruit beverages, jams and jellies, fruit snacks, fresh fruit, and more, crafted with a range of fruits to meet the needs of all families. Whether enjoyed at breakfast, in lunchboxes, or during celebrations, Welch's products bring real fruit goodness to everyday moments.

Headquartered in Waltham, Massachusetts, Welch's is committed to quality, innovation, and creating long-term value for its grower-owners. Learn more at www.welchs.com or follow on Instagram or TikTok.

SOURCE Welch Foods Inc.