Hearst Magazines has moved in on the wine-making market with the launch of a new brand Uncorked by Cosmopolitan. Via a deal brokered by IMG, the magazine publisher has partnered with Guarachi Wine Partners to bring a curated selection of Cosmopolitan branded wines to market.
Leveraging Guarachi’s more than 35 years of success pioneering wine brands in the US as an importer, marketer and supplier of fine wines, the Uncorked by Cosmopolitan collection has been curated by Cosmo’s editorial team and features labels designed by the world’s biggest young women’s media brand.
“This is the most natural collaboration we could imagine – Cosmo readers have had 36 million glasses of wine in the last seven days,” said Jessica Pels, editor in chief, Cosmopolitan. “Young women represent a massive wine consumer base, and yet they’re under-served by the current market, which doesn’t target young women at all.”
Uncorked by Cosmopolitan offers four popular varietals: Rosé, Chardonnay, Pinot Noir and Cabernet Sauvignon, all sourced from California appellations including Napa, Sonoma and Central Coast with a suggested retail price of $14.99. Future line extensions are already being developed with Pinot Grigio as the next varietal launch.
Guarachi Wine Partners founder and CEO, Alex Guarachi, said: “I’ve always found success in delivering high quality wines that customers will enjoy at prices that over-deliver. As the entire wine industry focuses on how to reach young female wine drinkers, I’m thrilled to be partnered with the world’s leading young women’s lifestyle brand.
“Who better to help design and curate what young women want than Cosmopolitan – a brand that has done this successfully for more than a century?”
Uncorked by Cosmopolitan was created with the magazine’s audience in mind. Its own research suggests that almost nine out of ten Cosmo readers celebrate special occasions at home with friends and family, and three out of four are buying gifts as a way of expressing gratitude. The company believes that these statistics highlight greater opportunities for wine purchases and general interest in wine among this audience.