Female celebrities pour money into wine

The Future.  Stars like Cameron Diaz and Mary J. Blige are uncorking major investments into winemaking, hoping to modernize the classic beverage for 21st-century preferences. If drinkers respond as they did to male-celebrity alcohol labels, wine could pop some women into the billionaire class.

Something to grow
According to CNBC, female celebrities are putting money on the vine… and giving the finished product a modern twist.

• Cameron Diaz teamed with Katherine Power to launch Avaline, a vegan-friendly wine that’s also available in cans so they can be enjoyed in smaller portions.
• Elizabeth Banks invested in Archer Roose, also in the can-club, which focuses on sustainability and clean ingredients.
• Mary J. Blige’s Sun Goddess label highlights the lack of diversity in the wine industry by creating “more opportunities for women and BIPOC representation.”
• Julianne Hough and Nina Dobrev started Fresh Vine Wine, which emphasizes wines that are low-carb, low-sugar, and gluten-free.

Fresh fans
The stars are dipping their toes in wine during a strange time for the beverage. Baby Boomers are the only demographic that prefers wine to other alcoholic drinks, while Millennials and Gen Z tend to favor spirits like tequila and whiskey.

Those preferences have served male celebrities like George Clooney (Casamigos), Ryan Reynolds (Aviation), and Dwayne Johnson (Teremana) very well, reaping huge paydays. Female celebrities may be hoping that by serving younger drinkers a wine that speaks to their tastes, they too can make the big bucks.