SJP + NZSB = $$$$$


Another celebrity is hooked in to creating their own wine label. 

The wine news you can’t afford to miss just comes rolling in from New York’s busy publicists. On Monday we published How to launch a $3,000 bottle? and today comes news that Sex in the City actress Sarah Jessica Parker is to make a Sauvignon Blanc and a rosé with the guys from Invivo, the crowdfunded New Zealand producer already responsible for wines, and a gin, in collaboration with British chat-show host Graham Norton. I wonder who’s next on their list of starry friends. A Tom Hanks Pinot perhaps? 

And I love how the press release below gives the impression that ‘SJP’ will be stomping the grapes herself in those sky-high heels. Although the accompanying video, shot in a setting that is about as unlike a winery as you could possibly imagine, makes it pretty clear that the likely extent of the collaboration is an excuse for the Invivo guys to fly to New York with a few samples in their luggage, and maybe the Parkers might one day fit a New Zealand holiday into their busy schedule. (Yes, I am deeply cynical. It's what more than four decades of being on the receiving end of press releases does to you.)


NEW YORK, NY (27th February 2019) New York icon Sarah Jessica Parker is loved worldwide for her acting, perfumes and her wildly successful shoes; now she’s gearing up to stomp on grapes and release her own wine range. The wine will be created with Invivo Wines, in what SJP describes as a collaborative process. This new Sarah Jessica Parker and Invivo wine will be launched this summer; the first two wines will be a Sauvignon Blanc and Rosé.

‘I am a true wine lover and I love including wine in family dinners and occasions with friends so this is a very exciting and fun project for me. I'm so looking forward to every single stage of the creation process,' explains Sarah Jessica Parker. 'I intend to be very hands-on throughout, as I am with all my endeavors, and could not be partnering with a better brand than Invivo.’

The Invivo story: as their label says, started with ‘grapes, time and two maxed-out credit cards.’ Co-founders and school buddies Tim Lightbourne and Rob Cameron wanted to make top quality, unpretentious wine their friends would enjoy drinking. 10 years, two record breaking crowdfunding rounds, and millions of bottles later, they’re now selling in 16 countries worldwide.

This new collaboration with SJP is not a celebrity endorsement. The actress will be involved in every aspect of making the new wine, from naming and label design, to winemaking itself and choosing the final blend. SJP is also a shareholder in the company, making this a long-term venture for both parties. Additionally, this style of collaboration is familiar territory for Invivo – they’re also the team behind Graham Norton’s extremely successful wine and recently released gin.

‘We want this wine to be 100% Sarah Jessica Parker. So other than selecting the base wines for a Sauvignon Blanc and Rosé, I’ll be taking a back seat and letting her create the blends,’ explains Invivo winemaker Rob Cameron. ‘It comes down to SJP’s palate and preferences. We want to create wines that she truly loves and wants to drink and share with friends.’

The blending and tasting for the wines will be the exact same process that any other winemaker would follow, but with the guidance of SJP and overseen by Invivo. [There follows a bit of puffery about Invivo. Natch.]

‘Invivo also sent me some of their other wine – which I loved. They told me a little bit more about their story,’ says Sarah Jessica Parker.’I’m so looking forward to traveling to New Zealand to see where the grapes grow and the wine is made. The boys even brought me a pair of “gumboots” (a New Zealand term for galoshes) which, they assure me, are the height of New Zealand vineyard fashion – regardless, happy to have and perhaps even wear them.’

Invivo’s Co-founder Tim Lightbourne states, ‘The partnership with Sarah Jessica feels like a perfect fit. We didn’t want a silent partner or just a familiar face – we wanted someone who will throw themselves into the process and make wine that’s all about them and reflects their good taste. We can already see this happening and can’t wait to taste the end product.’

Just love the bit about gumboots. Talk about a photo op....

Those as cynical as me might well accuse me of being a pot to SJP's kettle in view of my recent creation of a small but beautifully formed range of glassware, but my colleagues at, snowed under by emails and with many a meeting with me in their diaries, can attest just how involved I am with the exciting project of my perfect wine glass and decanters. I launched them in China last Friday night and will be having various meetings about them in Hong Kong, where they will be sold by Watson's, tomorrow. Wearing flat shoes.