Cupcake Vineyards teams up with Netflix on reality show wine

California’s Cupcake Vineyards has teamed up with the producers of hit Netflix show Love Is Blind to launch a Chardonnay under the name Love is Wine.

Fans of popular Netflix show Love is Blind are gearing up for the start of series six, which kicks off on Valentine’s Day (14 February) 2024. They might also want to ready their wine glasses as a limited-edition wine by Cupcake Vineyards has been released in honour of the show.

Housed in a gold bottle to replicate the gold wine glasses that contestants drink from throughout the show, Cupcake Vineyards has enlisted former contestants to help launch its campaign for Love Is Wine Chardonnay.

“Cupcake is all about creating moments of real connection with friends and loved ones over a glass of wine, so this felt like the perfect collaboration for us,” said Helen Kurtz, CMO for Cupcake Vineyards.

“We are beyond excited to enhance the experience of enjoying the show by pairing our delicious Chardonnay with one of our favourite TV shows.”

The streaming series, hosted by ex-boyband member Nick Lachey and wife Vanessa, follows contestants as they date a number of prospective partners “sight unseen” in specially created pods. The contestants do not lay eyes on one other unless they become engaged to be married, at which point they are introduced in person. The idea behind the show is to prove/disprove the theory that attraction is only skin deep, and to encourage couples to fall in love based purely on an emotional, rather than a physical, connection.

Priced at US$16.99, the wine is available now, ahead of the debut episode of series six, and will be stocked at retail stores including Walmart, Kroger and Albertsons until the end of April. It is also available to purchase online via Cupcake Vineyards’ website.

According to the wine producer, the Chardonnay has “notes of creamy butter, apricot, apple, and a touch of vanilla”.

Consumers will be able to scan a QR code on the underside of the bottle’s screwcap for a chance to win a holiday to Mexico. The move ties in with a trend for bespoke closures becoming the latest signifier of luxury in the drinks world. As db has reported, wine producers are increasingly using their choice of closure as “prime real estate” in order to engage with consumers.

Cupcake Vineyards, based on California’s Central Coast, is the best-selling wine brand (in volume terms) in the US, in the $8 -$11 price bracket.