Sex And The City star to launch NZ wine range

New Zealand winemaker Invivo has collaborated with Sex And The City star Sarah Jessica Parker to launch a Sauvignon Blanc and Rosé.

Parker explained: “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. I intend to be very hands-on throughout the process, as I am with all my endeavors, and could not be partnering with a better brand than Invivo.”

Invivo said the new collaboration is not a celebrity endorsement, with Parker involved in every aspect of the creation of the new wine, from the naming and label design to the winemaking itself and choosing the final blend. She is also a shareholder in the brand, making this a long-term venture for both parties.

“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,” explained 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.”

Parker added: “Invivo also sent me some of their other wine – which I LOVED – as well they told me a little bit more about their story. I’m so looking forward to travelling to New Zealand to see where the grapes grow and the wine is made. The boys even brought me a pair of “gumboots” which they assure me are the height of Kiwi vineyard fashion. Regardless, happy to have and perhaps even wear them.”

Invivo founders Tim Lightbourne and Rob Cameron with SJP

Why SJP? Invivo co-owner Tim Lightbourne said the opportunity came about through a discussion with a mutual friend.

"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," he told the NZ Herald.

Invivo has been working on the collaboration for over a year.

Parker will attend the Sauvignon Blanc and Rosé launch event in New Zealand later in the year where the wine will be revealed. The wine will be sold into the US and locally.

"Sauvignon Blanc in the States is flying [off shelves] and I think as an industry we are only scratching the surface. There's huge potential," said Lightbourne.