Amid the global crisis in the wine industry, celebrity wines continue to grow steadily. From Kylie Minogue to Cara Delevingne, Gary Barlow to Gordon Ramsay, the number of celebrities launching their own bottles is rising, along with their popularity. This week alone sees three notable launches: Queen drummer Roger Taylor's Provencal rosé 'Queen', available at Waitrose and Sainsbury's, and Jessica Ennis-Hill's mid-strength rosé 'Seven Summers'.
Kylie Minogue stands out as the greatest ambassador of celebrity wine, having sold over 25 million bottles since 2020. Her range focuses on rosé, including prosecco, affordable and premium options, as well as no- and low-alcohol wines. She is now highly regarded in the industry for her dedication and hands-on involvement.
The best celebrity wines come from those who are actively involved in the process. Roger Taylor regularly visited Caves Commandeur in Provence to participate in tasting and blending. Winemaker Valérie Courrèges noted, 'I think wine is like music. It’s about emotional connection and balance.' Taylor emphasised creating something with 'real integrity' rather than just putting a name on a bottle.
Emily Neill, COO of IWSR, explained that celebrity involvement gives a brand an instant personality, while non-celebrity brands must build theirs over time. This, combined with the appeal of affordable luxury, helps celebrity wines outperform a struggling sector. However, not all are successful: the expert advises avoiding Snoop Dogg's range, calling it a 'merch exercise'.
While some celebrity wines shine—such as Brad Pitt and Angelina Jolie's rosé, praised for its structure and creamy finish—others disappoint. Dolly Parton's wine, for instance, is not recommended. Ultimately, the success of a celebrity wine depends on genuine involvement and quality, not just star power.
