, Invivo X, SJP: Sarah Jessica Parker’s wine range, including new low-alcohol wine duo

The growing trend of celebrity wines shows no sign of slowing, and ever a trendsetter, it should come as no surprise that Sarah Jessica Parker is among the celebs who’ve stepped into the wine world. But, it took some convincing. 

Admittedly, Parker hadn’t been looking to get into the wine industry, but the award-winning actor and producer knows a thing or two about launching quality products.

From footwear, fashion and fragrances to books, she’s an entrepreneur who sensed an interesting proposition via her agent back in 2018 with New Zealand-based producer Invivo.

Co-founded by Kiwi school friends Tim Lightbourne and Rob Cameron, with the tagline 100% Bullshit Free Since 2008, the duo set out to produce quality wines while rejecting elitism towards wine. Making wine feel accessible to all resonated with Parker.

‘I wouldn’t have thought that I should be, or know enough to be, involved in wine’ she said, recalling her personal experiences with wine by way of sommelier recommendations and travel. 

‘Travelling, having local wine in little villages in Europe, made a huge impression because it was so different from going to a restaurant,’ she added. ‘[Restaurants and travel] were the first experiences in wine where I was really enjoying it and not just sipping politely because someone put it in front of me. But, I would never have considered that amount of enjoyment to equal [getting involved in the industry].’

Convinced by now-partners Lightbourne and Cameron that wine is not just for the rarefied few or wine-educated

This Article was originally published on Decanter

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