Guarachi Wine Partners and Hearst Magazines announced today the launch of a new wine brand Uncorked by Cosmopolitan, in a deal brokered by IMG. Leveraging Guarachi’s more than 35 years of success pioneering wine brands in the US as an importer, marketer and supplier of fine wines, Uncorked by Cosmopolitan is a curated selection of Guarachi’s leading wines by Cosmo’s editorial team, featuring innovative 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 underserved by the current market, which doesn’t target young women at all.”
Available exclusively on wine.com today, 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?”
Cosmopolitan has a deep understanding of their audience and Uncorked by Cosmopolitan was created with this audience in mind. Almost nine out of ten Cosmo women love to celebrate special occasions at home with friends and family and three out of four are buying gifts as a way of expressing gratitude. These statistics show that there are more opportunities for wine purchases and general interest in wine among this audience.