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Birthday Sex wine expands into new US markets
LiveOne Brands has announced its Birthday Sex Wine will expand into the wine markets of California and Georgia, which are collectively valued at US$47 billion.
Last summer, R&B artist Jeremih teamed up with Napa Valley winemaker Russell Bevan and music company LiveOne to launch the Chardonnay brand Birthday Sex.
In a statement, the brand said that the “strategic move aligns with the company’s commitment to diversity and inclusion in the beverage industry”.
As part of this initiative, LiveOne has partnered with SOKO, California’s first Black-owned and woman-owned distributor, to enhance its presence in California.
In the state of Georgia, the company is collaborating with Kelly Family Distributor, a distributor for Black-owned wine and spirits brands, “ensuring a robust foothold in the local market”, it said.
The wine is inspired by Jeremih’s debut hit single also named Birthday Sex. Jeremih’s interest in Chardonnay is said to have followed him spending time with winemaker Russell Bevan of Napa Valley where Bevan consulted Jeremih on creating the wine and educated him on the process of winemaking.
Speaking about the launch of the wine last year, which Jeremih calls “Naked Chardonnay”, he said: “Despite what a lot of people may think, I’ve always been a white wine kinda guy, Seeing a lot of my friends launch their own liquor brands, I wanted to do something similar but in a more unique way. Wine, like music, is an art that connects people.”
Birthday Sex is one of the new brands that LiveOne launched under its LiveOne Brands, a new division featuring celebrity-backed and branded products.
LiveOne CEO Robert Ellin said: “LiveOne is excited to partner with SOKO and Kelly Family Distributors to expand the launch of “Birthday Sex” wine, a collaboration with R&B star Jeremih and esteemed wine-maker Russell Bevan.
“Wine consumption is tied to cultural events and celebrations, providing an opportunity for brands to engage with communities. Additionally, LiveOne plans to expand distribution to more states imminently, further solidifying its commitment to promoting inclusivity while providing high-end wine to the growing population of multi-cultural consumers.”
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