News

Sting to launch new alcoholic drinks brand

24 July 2023 By Jessica Mason

Legendary singer Sting is preparing to launch a new alcoholic brand named after his hit ‘Every Little Thing She Does Is Magic.’

A trademark for the brand name, which comes from the title of The Police’s 1981 song, has reportedly been applied for by Sting’s company Steerpike Limited.

The application, according to The Sun, includes wines, liqueurs, brandy, cider, cocktails, gin, kirsch, rum, sake, vodka, whisky leading to evidence that the singer plans to expand his involvement in the drinks industry beyond wines.

Together Sting and Trudie Styler already own a vineyard in Italy and previously named their wine after The Police’s 1979 chart-topper ‘Message in a Bottle’ which leads to speculation that they plan to use grapes from their vineyard to produce their next brand, potentially branching out into spirits like vodka, gin or even a ready-to-drink cocktail brand.

In the past, Sting admitted that his decision to make wine followed him giving up beer and stated: “I’m from the North of England. You only saw wine in movies. We had beer. Now I can’t drink beer. My taste is more refined.”

He also revealed: that he plays music in his wine cellar and admitted: “I play the guitar down there and sing. It may make the wine worse but I like to do it.”

However, Sting’s experiences of the wine sector have been far from straightforward. Last year, biodynamic farming methods, such as those used by Sting at his Tuscan vineyard, failed to win legal recognition in Italy, after a block by the nation’s president.

Plus, the singer’s arrival into the sector were also no a smooth ride, after he revealed how he had initially been tricked into buying his Italian wine estate and, in response, the son of the Italian duke Sting says tricked him, furiously hit back at the singer, calling his comments “poisonous slander”.

Sting and Styler had also previously admitted that they almost bought Miraval before it was snapped up byBrad Pitt and Angelina Jolie. Pitt and Jolie are now embroiled in a lengthy legal battle over ownership of the estate Sting almost bought where, most recently, Pitt was accused of “play-acting at being a winemaker” while the embittered battle even got the Vanity Fair treatment in a row that has been termed the ‘War of the Rosé’.

SWR: lighter bottles for entry level wines is 'the wrong message'

Ribera del Duero challenges 'out of date' perceptions in UK market