Amid the constant headlines around the global crisis of wine, it seems that there is one area that continues to grow at a steady rate: celebrity wines. From Kylie Minogue to Cara Delevingne, Gary Barlow to Gordon Ramsay, Elton John to Dolly Parton, the number of celebrities putting their name to a bottle is rising, and so is their popularity. This week alone sees three notable drinks launches. Queen drummer Roger Taylor has launched a Provencal rosé called Queen, available at Waitrose and Sainsbury's alongside Whispering Angel. Jessica Ennis-Hill has released an enticing mid-strength rosé, Seven Summers, which will be a vibrant addition to this exciting category.
While the cynical among us might see this as yet another merchandising opportunity or a desire to make an aspirational product, is there something more creative at play? Celebrity wine's greatest ambassador is undoubtedly Kylie Minogue. She has worked tirelessly to build a global brand, selling over 25 million bottles since 2020, and hers is one of the most popular brands available in the UK. Focusing on rosé, a booming category in itself, the pink pop princess of wine does not trouble herself with anything as off-brand as red wine. Her range includes Prosecco, affordable and premium rosé, as well as no- and low-alcohol wines. While she confesses to having known little about wine when the project started, she is now both technically adept and highly regarded in the wine industry for her hard work, dedication, and commitment to her range.
The Best Celebrity Wines Come from Hands-On Involvement
The best celebrity wines are from people that are not just licensing their name but have a hands-on involvement in the process too. After all, if you are staking your reputation on it, surely it has to be good? Roger Taylor regularly visited Caves Commandeur in Provence, where his wine was made, to be closely involved in the tasting and blending. I like to think there is a synergy between wine and music, and the winemaker of the project, Valérie Courrèges, agreed, saying, "I think wine is like music. It's about emotional connection and balance."
Taylor said he had "spent a lot of time around rosé over the years" and had a goal to "create something that felt consistent, expressive and genuinely enjoyable with friends." It was a clear vision: "We've always believed in doing things properly, and that was the starting point here," he said. "It needed to have that sense of joy to it. This isn't about putting a name on a bottle; it's about creating something with real integrity." And it is that integrity, perceived or real, that acts as a safety net to consumers, allowing them to purchase with a high degree of trust.
Emily Neill, COO of market research group IWSR, said: "With celebrity involvement, a brand immediately has a personality ready-made … non-celebrity brands, by contrast, have to work over a period of time to create their personality and positioning." Couple this with the feeling of perceived, and most importantly, affordable luxury – "if this rosé's good enough for Brad Pitt, it's good enough for me" – then you can begin to understand why this segment is consistently outperforming a generally struggling sector.
One tip though: avoid Snoop Dogg's range at all costs. It definitely feels like a merch exercise to me. Save yourself time and buy a T-shirt instead. Wine is about creativity as well as precision; it is a synergy of the controllable and uncontrollable, and that is what can make it so alluring and romantic. There is always an unquantifiable element to winemaking that turns a good wine into an unforgettable one. Perhaps these creatives, who just so happen to be celebrities, are hoping to sprinkle a little of their magic in the glass, making sure we just feel like we are having a ball.
Or perhaps it really is just another way to market wine? Either way, just because it is made by someone you love (Dolly Parton), it does not mean it is very good (sorry, Dolly). These ones, however, do deserve airtime.
Miraval Rosé, Côtes de Provence, France, 2024
Sainsbury's, £16.50 (with Nectar until 19/05), £19, 13% ABV. It is a good thing that Brad and Angelina did not plaster their names on their rosé, as that could have made the divorce even messier. A steadfastly impressive Provencal wine with excellent structure, think fresh raspberries, juice-laden peaches, and an appealing creamy finish.
Seven Summers by Jessica Ennis-Hill, Provence, France, 2025
7 Summers, £12.50, 7% ABV. This is one of only a handful of mid-strength wines that have really impressed me. Made in partnership with the talented Ray O'Connor MW, a great winemaker and expert on all things Vins de Provence, it has been crafted beautifully to create a wine of great balance and poise that definitely does not feel lacking. A blend of Grenache, Syrah, and Cinsault, it has notes of plush raspberries, blood-orange peel, sun-soaked strawberries, and a soft, lingering finish.
Kylie Minogue, Vin de Provence Rosé, France, 2024
Tesco, £9 (with Clubcard until 18/05), £13, 12.5% ABV. A charming blend of summer berries and blossom muddled together to create a lifted and refreshing rosé with a zippy finish. This is a good party wine from the quintessential disco diva herself.
Queen Côtes de Provence Rosé, 2025
Waitrose, £18.50, 13% ABV. Find me a picnic blanket in the dappled shade and pour me a glass of this. A serious, yet fun, rosé from a rock icon who says he is rather partial to a Provencal rosé. With notes of tangerines, redcurrants, fresh strawberries, and a languorous creamy finish, I am sure it will win a new wave of fans.
Telmont Champagne Réserve Brut, France, NV
Waitrose, £39.50 (until 19/5/26), £52, 12% ABV. A celebrity Champagne of sorts, Leonardo DiCaprio is a minority shareholder in this outstanding house, supporting their strong, sustainable vision that is not just lip service to their environmental goals. A blend of seven vintages, it has aromas of citrus alongside fresh apples and salted caramel brioche. It has a refreshing finish with some lingering toasted notes.
Britpop Brut English Sparkling by Alex James, England, NV
Laithwaites, £35, 12.5% ABV. From being in one of the world's greatest bands, to cheesemaker, and now having a close involvement in making wine too, Alex James is the epitome of creative joy. This is a bright and energetic English sparkling with beautiful toasted biscuity notes alongside fresh golden pears, pretty hedgerow blossom, and a lifted citrus kick.
Elton John Zero Blanc de Blancs, NV
Sainsbury's, £8 (with Nectar until 17/05) £10, 0.0% ABV. As no-lo's go, this is an approachable option. It sits on the sweeter side (you have to achieve mouthfeel from something once the alcohol is removed). Heady flavours of sweet orchard fruits and scented blossom in a frothy mousse.
Gary Barlow Malbec, South Africa, 2025
Tesco, £7 (with Clubcard until 27/05) £8.50, 12% ABV. An uncomplicated Malbec that is lighter and fresher in style with aromas of blackcurrant and ripe cherries. Not one for lovers of deep, expressive Malbecs, but at £7, what do you expect?
Gordon Ramsay Intenso Rosso Red, Italy, 2022
Sainsbury's, £8 (with Nectar until 19/05) £9, 13% ABV. It is perhaps more intense-ish than intenso. It is an easygoing Italian red from a good pedigree winemaker and would be fine for a spag-bol supper on a Tuesday night. A characterful and easily enjoyable wine with appealing ripe black cherries, sweet berries, and soft, mellow tannins.
