Invivo Teams Up with Sarah Jessica Parker

Waikato wine producer Invivo, which was started in 2008 by Tim Lightbourne and Rob Cameron, has teamed up with Sex in the City star Sarah Jessica Parker to develop sauvignon blanc and rosé wines.

The collaboration, which Invivo points out is not an endorsement, will see the American actress choose the grape variety and final blend, label and name the wines on an ongoing, annual basis.

Invivo found its feet internationally following a collaboration with Irish talk show host Graham Norton.

Lightbourne said the opportunity to work with Parker came about through a discussion with a mutual friend. He said Invivo was looking for another international collaborator and Parker was a perfect fit.

“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 said.

In a statement, Parker said she looked forward to being involved in developing the wines.

“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 endeavours, and could not be partnering with a better brand than Invivo,” she said.

“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.”

In October Invivo branched into the spirits market, releasing a Graham Norton gin in Ireland. Sales of that were “going bananas”, Lightbourne said.

The company recently changed its name to Invivo & Co to reflect its expansion into other categories.

Original article by Aimee Shaw, The New Zealand Herald, February 28, 2019.