Feeling “hella thirsty” for a buzzy new grownup beverage? Say no extra, Fam — Issa Rae is able to fill your glass. The HOORAE CEO has added one other sector to her ever-expanding portfolio of product traces and income streams, partnering with E. & J. Gallo Vineyard to launch a brand new prosecco model, Viarae.
Followers of each Rae and her HBO hit “Insecure” may acknowledge prosecco as each the drink of alternative for the actress-creator and her onscreen alter-ego, Issa Dee. In accordance with Wine Fanatic, her affinity for the beverage was sparked by none aside from her buddy and frequent collaborator, director-producer Melina Matsoukas, who ordered the Champagne-like varietal throughout one among their early meet-ups.
“I used to be like, ‘What’s that?’” Rae recalled. “She stated, ‘You’ll see.’”
Now, Rae is an avowed connoisseur, and followers can take pleasure in her glowing signature drink for themselves.
“I’m thrilled to share my love of Prosecco with everybody by Viarae. It’s rigorously crafted, deliciously crisp, and the right beverage to rejoice La Dolce Vita,” stated Rae in a press launch.
In accordance with wine-focused media outlet VinePair, “Classic-dated Viarae Prosecco D.O.C. is produced from 100% [Glera] grapes grown by the La Marca cooperative in Treviso, Italy.” As Rae instructed Wine Fanatic, her mix is “on the drier aspect; a bit extra elevated in style.”
“This has extra citrus notes; there’s a bit little bit of inexperienced apple in there. It’s a bit on the fruitier however crisp aspect.”
Wine Fanatic additional notes, “Rae was adamant about making real-deal Prosecco from Italy with 100% Glera grapes.” As she instructed the outlet, “As a result of that’s what means probably the most for me and is genuine to me.” Like its founder, the formulation can be versatile, supposed to shine alone, in cocktails, or paired with different liquors.
As for partnering with legacy model E. & J. Gallo, Rae defined, “I’ve been [crafting] this for 3 years, working with completely different corporations and looking for the best match.” That undoubtedly included discovering a accomplice that may assist Rae spotlight Black ladies winemakers. Viarae Prosecco’s ‘70s-inspired gold and brown packaging, which immediately evokes iconic Black feminine movie characters like Cunning Brown and Cleopatra Jones, was designed to replicate that affinity and mission, notes Wine Fanatic.
“With Viarae Prosecco, Rae helps create illustration for herself and the colourful Black feminine neighborhood in a class the place it didn’t beforehand exist,” the discharge explains. The label’s splashy design “unapologetically represents the liberty to let free and be genuine.”
Is that this the start of a Viarae empire? For now, Rae is targeted on her debut varietal, although she teased {that a} “President Barbie”-appropriate rosé or different spirits won’t be far off.
“I feel if folks f–okay with this, then completely, I’d like to develop!” she instructed Wine Fanatic, proclaiming prosecco’s bubbly nature a way of life. “I need to inform tales round that way of life.”
