Sarah Jessica Parker wines launch in Kroger stores across US
The Sex and the City star’s wine brand, created with Invivo, is expanding across the United States, having gained a significant listing with retailer Kroger.
In a major step for the expansion of Invivo X, SJP – Sarah Jessica Parker’s wine brand – the Sauvignon Blanc is now available at 1,173 Kroger locations across the US.
Kroger serves more than 11 million customers per day through both its physical stores and wesbite, meaning that the actress’ wine will be front and foremost for a large slice of US shoppers.
The tie-in is also a good ethical fit for the brand. In April, Invivo donated 330,000 school meals to FEED, which works with the UN Food Programme in 63 countries. Likewise, Kroger has set itself a goal to create #ZeroHungerZeroWaste communities by 2025.
“Kroger is proud to launch the award-winning Invivo X in our stores with Sarah Jessica Parker, not only for wine enthusiasts to enhance their palette, but to also support the elimination of food insecurity in communities worldwide,” said Nicole Chaffin, wine category manager at Kroger.
Vegan-friendly and 100% certified sustainably produced, Invivo X, SJP Sauvignon Blanc is made with grapes grown in Marlborough, New Zealand, the home nation of Invivo founders Tim Lightbourne and Rob Cameron.
Parker met with Kroger staff and customers in downtown Cincinnati, Ohio, this month at the On the Rhine Kroger store, close to where she was born, to introduce the wine.
“We are honoured to share our enthusiasm for this special wine from Marlborough with wine lovers everywhere, including now in Ohio, which means a great deal to me,” said Parker.
Sarah Jessica Parker has been hands on with Invivo X, SJP, from tasting and blending to the design of the bottle, and even serving on the board of Invivo USA.
Invivo co-founder Rob Cameron said: “Every time we blend the new vintage of Sauvignon Blanc, Sarah Jessica continues to push the style and her blending skills are really evolving. This year’s wine has a touch of oak introduced to it – given Sarah Jessica’s love for Chardonnay – and has a lovely, soft, full-bodied palate. It’s still representative of Sauvignon Blanc with its tropical fruit aromas and a nice interplay of fruit and acid, but with Sarah Jessica’s unique handprint on it.”
Launched in September 2019, Invivo X, SJP has sold 1.5 million bottles globally since launch and according to data from Neilsen (4 weeks ending July 2022) the wine has become one of the fastest growing Sauvignon Blancs in the US over this summer.