E. & J. Gallo teams up with actor Issa Rae to launch Prosecco
E. & J. Gallo Winery has announced its collaboration Issa Rae, the creator and star of hit HBO series Insecure, on Viarae Prosecco, a partnership which it claims will help “demystify wine”.
Rae first rose to fame on YouTube with her web series The Mis-adventures of Awkward Black Girl, which was then eventually developed into Insecure. During the show’s five season run it received critical acclaim, with Rae also gaining two Golden Globe and three Emmy nominations for acting to her name. Her character, Issa Dee, was known as something of a fan of the northeastern Italian fizz.
This particular sparkling wine is Prosecco DOC designated and made from 100% Glera. It was produced by the Treviso-based La Marca cooperative.
Rae said: “I am thrilled to share my love of Prosecco with everyone through Viarae. It’s carefully crafted, deliciously crisp, and the perfect beverage to celebrate La Dolce Vita.”
Beth Orozco, E. & J. Gallo’s vice president of marketing, said: “We are excited to partner with Issa Rae, who entrusted us with executing her vision of the perfect Prosecco – one that shares our desire to serve joy in everyday moments. Crisp, lively, and expressive, this is a perfect choice for those candid, unfiltered times with friends, whether that’s a sunny day by the pool or in the bright city lights at night. Issa also shares our mission to demystify wine and make it more inclusive. Viarae will help us reach that goal.”
Viarae Prosecco will be avaiable across the US with an RRP of US$19.
The E. & J. Gallo portfolio already contains Prosecco brand La Marca.
The celebrity-backed Prosecco category is one with great potential – within a year of launching in early 2021, Kylie Minogue’s rosé Prosecco had become the UK’s number one wine brand.