{"id":2673,"date":"2019-10-01T16:05:08","date_gmt":"2019-10-01T16:05:08","guid":{"rendered":"https:\/\/bevologyinc.com\/blog\/?p=2673"},"modified":"2019-10-01T16:05:09","modified_gmt":"2019-10-01T16:05:09","slug":"invivoxsjp-sarah-jessica-parker-nz-sauv-blanc-launches-in-u-s","status":"publish","type":"post","link":"https:\/\/bevologyinc.com\/blog\/2019\/10\/01\/invivoxsjp-sarah-jessica-parker-nz-sauv-blanc-launches-in-u-s\/","title":{"rendered":"InvivoX,SJP (Sarah Jessica Parker) NZ Sauv. Blanc launches in U.S."},"content":{"rendered":"\n

Sarah Jessica Parker’s partnership with the boys at Invivo Wines<\/a> officially debuted at a glamorous party held outdoors at South Street Seaport in NYC on Sept. 18 and initial distribution in 20 U.S. markets. https:\/\/invivoxsjp.com\/<\/a><\/p>\n\n\n\n

The wine concept was the brainchild of Rob Cameron and Tim Lightbourne of Invivo Wines out of New Zealand.<\/p>\n\n\n\n

I was introduced to the duo via a referral from Suzanne Kendrick of Wine-Searcher<\/a> and first met with them in Auckland in Feb. to help plan the launch in the American market. Fast forward to Sept. 18 and the event marks something most folks in the industry (myself included) advise against…picking a Q4 launch date that would be a challenging time target to hit.<\/p>\n\n\n\n

In this particular instance, it was made possible by the drive of Marc Taub and the fantastic team at eponymous importer Taub Family Selections. From a first convo at WSWA, the team streamlined the process that allowed the launch of an “in calendar year” 2019 vintage.<\/p>\n\n\n\n

This was a fascinating project to work on not only \nbecause of the challenges faced and solved, but also because of the \ncharacter of Invivo’s principals. As I learned from my visit, NZ is a \nland of soft-spoken, openly welcoming and friendly, coffee-crazed folks \nthat is often conflated with Australia. Rob and Tim in particular are a \n15-year overnight success with a lot of mileage developing their own \nlabel, and then a similar project with Graham Norton, popular talk show \nhost in the U.K. Graham’s visibility, and his initials…think sauviGN<\/em><\/strong>on blanc and the newly introduced G<\/em><\/strong>iN <\/em><\/strong>are topping the sales charts there<\/p>\n\n\n\n

The\n InvivoX,SJP project built on the learnings from that success, and \nadapted the model to SJP who created the label art and the unique \nrequirements of the U.S. market…an area where I helped a bit. And of \ncourse, the partnership with Sarah Jessica Parker resonates so \nincredibly well with the target audience of fashion-conscious female \nconsumers. Add SJP’s active presence on social media, and particularly \nwith a 5 million strong Instagram following is perhaps the most \neffective marketing tool in their quiver: leveraging existing aware and \nloyal SJP followers, engaging with her during the journey and now \ncommercialization.<\/p>\n\n\n\n

So, the party has just started, stay tuned to \nsee how well the brand does through Q4 and look for extensions in the \nmonths to come, likely to include a Proven\u00e7al Ros\u00e9 and a more “serious” \nred from a country-to-be-named–later.<\/p>\n\n\n\n

Looking for similar results? E-mail me at steve@bevologyinc.com<\/a>, or better yet, just call +1 860-269-4777.<\/p>\n\n\n\n

Photo\n above of the Invivo\/TFS team: (l. to r.) Tim Lightbourne, Invivo; Jeff \nPopkin, TFS; Elizabeth Mitchell, TFS; Susan Anne Cosgrove, TFS; Rob \nCameron, Invivo; Steve Raye, Bevology; Marc Taub, TFS; Diego Avanzato, \nTFS<\/p>\n","protected":false},"excerpt":{"rendered":"

Sarah Jessica Parker-branded wine launches in U.S. market led by Invivo Wines of New Zealand.<\/p>\n","protected":false},"author":1,"featured_media":2675,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","enabled":false},"version":2}},"categories":[205,206],"tags":[20,457,462,458,459,144,460,461,356],"class_list":["post-2673","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","category-featured","tag-bevology","tag-invivo","tag-palm-bay-imports","tag-sarah-jessica-parker","tag-sjp","tag-steve-raye","tag-taub-family-selections","tag-tfs","tag-wine-searcher","et-has-post-format-content","et_post_format-et-post-format-standard"],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"https:\/\/bevologyinc.com\/blog\/wp-content\/uploads\/2019\/10\/0.jpg","jetpack_shortlink":"https:\/\/wp.me\/p7k1BV-H7","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/bevologyinc.com\/blog\/wp-json\/wp\/v2\/posts\/2673"}],"collection":[{"href":"https:\/\/bevologyinc.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/bevologyinc.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/bevologyinc.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/bevologyinc.com\/blog\/wp-json\/wp\/v2\/comments?post=2673"}],"version-history":[{"count":1,"href":"https:\/\/bevologyinc.com\/blog\/wp-json\/wp\/v2\/posts\/2673\/revisions"}],"predecessor-version":[{"id":2676,"href":"https:\/\/bevologyinc.com\/blog\/wp-json\/wp\/v2\/posts\/2673\/revisions\/2676"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/bevologyinc.com\/blog\/wp-json\/wp\/v2\/media\/2675"}],"wp:attachment":[{"href":"https:\/\/bevologyinc.com\/blog\/wp-json\/wp\/v2\/media?parent=2673"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/bevologyinc.com\/blog\/wp-json\/wp\/v2\/categories?post=2673"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/bevologyinc.com\/blog\/wp-json\/wp\/v2\/tags?post=2673"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}