Sex and the City star Sarah Jessica Parker has partnered with ASX-listed Australian Vintage and New Zealand wine company Invivo to launch a new range of lower alcohol wines in Australia.
The New York actress is the latest celebrity to bring starpower to a wine label and follows the likes of Snoop Dogg, whose partnership with Treasury Wine Estates has done wonders for sales of its 19 Crimes brand, and Ricky Ponting, who collaborated with Australian winemaker Ben Riggs on Ponting Wines.
Ms Parker is a co-founder of the new Sevenly range, which contains 7 per cent alcohol and includes a Sauvignon Blanc, Rosé, Red Blend and Prosecco.
“We hope our new Sevenly range will be well received by our customers looking for lighter wine options for their gatherings or evening meals,” she said in a statement.
“It’s been an interesting process led by my winery partners at Invivo to create wines that have less alcohol but still a great deal of flavour and mouthfeel to them, which is important to us.”
Australian Vintage Limited — behind the brands McGuigan Wines, Tempus Two, Nepenthe and the Barossa Valley Wine Company — said it had been perfecting the technique for crafting full flavoured low alcohol wines for some time.
AVL chief executive Craig Gavin said there continues to be a strong demand for low or no-alcohol products in Australia.
“We believe our winemakers are some of the best in the world and when combined with our advanced technology, the product peaks for itself, “ he said.
“We are thrilled to be working with Sarah Jessica and to build on our great relationship with Invivo.”
Invivo was first established in 2008 by Kiwi wine entrepreneurs Tim Lightbourne and Rob Cameron. The pair teamed up with Ms Parker to launch Invivo X in 2019, a full-strength range now available in 16 countries featuring a New Zealand Sauvignon Blanc and French Rosé.
AVL has partnered with Coles Liquor to launch Sevenly in the company’s Liquorland and First Choice Liquor Market stores on Friday.
AVL shares last changed hands for 71¢, giving the company a market capitalisation of about $181.9 million.