For those who are sceptical about the combination of wine and celebrities, pop princess Kylie Minogue’s move into the sector proves that it’s possible to not only make it work, but create a booming business, and db finds out how.
Firstly, just how successful are Kylie Minogue Wines? Launched in May 2020 in partnership with Paul Schaafsma of Benchmark Drinks, the pair have together ensured that the celebrated-backed and branded wines have sold more than 15 million bottles since their union began, meaning that today Kylie’s pink wine is the best-selling rosé priced over £7 in the UK, as well as the number one branded Prosecco rosé and leading 0% premium wine. It’s remarkable for such a young brand, particularly in a market that’s stagnant, although Kylie Minogue Wines are expanding internationally, with her label now in 32 countries, according to Schaafsma, who says that the demand for her bottles is “booming” and helping to make Benchmark Drinks one of the largest and fastest-growing wine businesses in the UK. For Schaafsma, one key element to the power of Kylie’s vinous proposition is her active participation in the building of the brand. “She is heavily involved,” he told db during a meeting at Benchmark’s London-based HQ on Wednesday this week. “And everything she does now involves the wines – for example, her wines were everywhere at her concert in Hyde Park,” he adds referring to her live performance in London last weekend. She’s also visits and approves all the suppliers, be
This Article was originally published on The Drink Business - Wine
