Sarah Jessica Parker and Invivo to create wine range
Sarah Jessica Parker is set to add wine to her diverse career portfolio, with her achievements to date spanning a range of industries including acting, perfume and shoes.
The wine will be created with Invivo Wines and the project, which Parker describes as “a collaborative process”, will lead to two wines which will be launched this summer.
Parker said: “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 am so looking forward to every single stage of the creation process. I intend to be very hands-on throughout, as I am with all my endeavours, and could not be partnering with a better brand than Invivo.”
Invivo was co-founded by Tim Lightbourne and Rob Cameron, who claim they wanted to make unpretentious wine their friends would enjoy drinking. The pair successfully raised money via two rounds of crowdfunding, and they now sell in 16 countries worldwide. Invivo is also the team behind Graham Norton’s wine and recently-released gin.
This latest collaboration is not a celebrity endorsement, according to Invivo. Parker will be involved in every aspect of the making of the new wine, from naming and label design to the winemaking itself, and choosing the final blend. Parker is also a shareholder in the company, making this a long-term venture for both parties.
Parker and Invivo have chosen a New Zealand winery for this project, and the first two wines to launch will be a Sauvignon Blanc and a Rosé.
Cameron, who is also Invivo’s winemaker, said: “We want this wine to be 100% Sarah Jessica Parker. So other than selecting the case wines for a Sauvignon Blanc and Rosé, I will be taking a back seat and letting her create the blends. 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.”
Lightbourne said: "The partnership with Sarah Jessica feels like a perfect fit. We didn't want to be 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."