Sarah Jessica Parker partners with ASX-listed Australian Vintage to launch new low-alcohol wine

Sex and the City star Sarah Jessica Parker has teamed up with ASX-listed Australian and New Zealand wine company Invivo to launch a new line of low-alcohol wines in Australia.

The New York actress is the latest celeb to bring a star to a wine label and follows the likes of Snoop Dogg, whose partnership with Treasury Wine Estates has done wonders for sales of his 19 Crimes brand, and Ricky Ponting , who collaborated with Australian winemaker Ben Riggs on Ponting Wines.

Ms Parker is co-founder of the new Sevenly range, which contains 7% alcohol and includes a Sauvignon Blanc, Rosé, Red Blend and Prosecco.

“We hope our new Sevenly range will be well received by our customers looking for lighter wine options for their meetings or evening meals,” she said in a statement.

“It was an interesting process led by my wine partners at Invivo to create wines that have less alcohol but still lots of flavor and mouthfeel, which is important to us.”

Australian Vintage Limited – behind the McGuigan Wines, Tempus Two, Nepenthe and Barossa Valley Wine Company brands – said it has been perfecting the technique of making fully flavored low-alcohol wines for some time.

AVL chief executive Craig Gavin said there was still strong demand for low-alcohol or alcohol-free products in Australia.

“We believe our winemakers are some of the best in the world and when combined with our cutting-edge technology, the product culminates on its own,” said Craig Garvin, Managing Director of Australian Vintage.

“We are delighted to work with Sarah Jessica and to strengthen our excellent relationship with Invivo.”

Invivo was created in 2008 by Kiwi wine entrepreneurs Tim Lightbourne and Rob Cameron. The duo teamed up with Ms Parker to launch Invivo X in 2019, a full range now available in 16 countries featuring a New Zealand Sauvignon Blanc and a French Rosé.

AVL has partnered with Coles Liquor to launch Sevenly at the company’s Liquorland and First Choice Liquor Market stores on Friday.

AVL shares last changed hands for 71¢, giving the company a market capitalization of approximately $181.9 million.