Wine ‘o’ clock, anyone? Issa Rae’s go-to “Insecure” drink — Prosecco topped off with vodka or whiskey — has set the foundation for her debut into the wine industry. It’s time to get acquainted with Rae’s Prosecco, Viarae. The sparkling wine, which has been consistently sold out since its October 2023 launch, was developed in partnership with E. & J. Gallo Winery.
Issa’s love for Prosecco was born in the early days of “Insecure.”
In an October 2023 interview with Wine Spectator, Rae shared that her love for Prosecco began in 2015 when she met with “Insecure” director Melina Matsoukas for sushi. After leaving the dinner, it felt right to make the drink Issa’s self-named character’s libation of choice.
Now that Rae’s celebrity status has blossomed, it makes sense that Viarae Prosecco is her latest venture. The talent joins the likes of fellow Black women in the wine industry: Mary J. Blige with Sun Goddess Wines, Mya’s Planet 9 Fine Wine, the McBride sisters’ Black Girl Magic Wines, and more.
“The bubbles are invigorating,” Rae said, referring to the Prosecco in a 2023 interview with Wine Enthusiast. “There’s just something about the sparkling nature that feels festive.”
Exploring Issa’s commitment to authenticity with Viarae.
The “Barbie” actress spent three years bringing this dream to fruition. From tasting different samples to finding the right partnership, the road was bumpy but rewarding. The 38-year-old told the outlet that she prided herself on creating an Italian-born Prosecco made with 100% Glera grapes, despite dissenting opinions to explore other avenues. That said, authenticity is of the utmost importance to the entrepreneur.
Viarae Prosecco’s road to wine inclusivity has begun.
According to a press release, the sparkler offers an “expressive, aromatic, and subtly dry flavor” that can be sipped alone or added to another libation.
Beth Orozco, vice president of marketing for E. & J. Gallo Winery, is excited about the partnership and the Prosecco connoisseur, citing Viarae as a “crisp and lively” beverage.
“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,” said Orozco. “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.”
Rae’s Prosecco is a game-changer that will bring more representation for Black women in the wine industry. Her packaging includes gold and brown wrapping, showcasing her continued dedication to celebrating Black luxury and ownership in all spaces.
Issa’s no stranger to the beverage industry.
Now, this isn’t Rae’s first venture into the beverage world. In 2019, she partnered with Hilltop Coffee + Kitchen co-founders Yonnie Hagoes and Ajay Relan to open an Inglewood location of the South L.A.-based brand. In February 2023, the partnership birthed a downtown L.A. location, which ties into Rae’s interest in expanding and giving back to her community.
Viarae is now available to purchase at select Target locations nationwide and through alcohol delivery service apps such as Drizly, Instacart, and Shipt.
MEFeaters, have you tried Issa Rae’s Viarae Prosecco? Pour a glass and let us know what you think in the comment section!
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