Issa Rae announces the launch of Viarae, a fresh Prosecco brand developed in collaboration with E. & J. Gallo Winery.
According to a press release, Prosecco was a logical selection for the actress’s inaugural venture into wine. It not only happens to be her preferred drink but also served as the signature beverage for her character on HBO’s “Insecure,” the highly acclaimed series she co-created, starred in, and produced over five seasons. Rae and E. & J. Gallo emphasize the idea behind the wine is to commemorate fun moments with wonderful friends, regardless of the occasion.
“I am thrilled to share my love of Prosecco with everyone through Viarae. It’s carefully crafted, deliciously crisp, and the perfect beverage to deliberate La Dolce Vita,” Rae says.
With Viarae Prosecco, Rae aims to shine a spotlight on representation within the dynamic community of Black women in the wine industry. This dedication is evident in the sparkling wine’s packaging, featuring a combination of gold and brown colors.
“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 ” Beth Orozco, vice president of marketing for E. & J. Gallo Winery, says. “Issa also shares our mission to demystify wine and make it more inclusive. Viarae will help us reach that goal.”
The Prosecco, which the brand describes as offering a crisp and vibrant twist on the traditional sparkling wine, will be available nationwide through specific retailers and on-premise venues later this month.
