Prosecco is a personal passion of Viarae founder Issa Rae, and it shows.
Even a casual viewer of the HBO hit show Insecure could likely name the go-to drink order of the show’s protagonist, Issa Dee. That’s because Dee, played by actor and comedian Issa Rae, is often accessorized with an effervescent flute of Prosecco in scenes across the show’s celebrated five seasons. Last year, life seemed to imitate art when Rae herself got into the Prosecco game, launching Viarae in partnership with E. & J. Gallo Winery.
The Prosecco line has proved a runaway success. Perhaps it’s because Rae’s love of the Italian sparkler is no marketing gimmick, but a true passion that made such an impression on Insecure writers that they worked it into her character’s storyline.
“There are a lot of wines out there, and several owned by celebrities, but Prosecco is so specific to me and my professional and personal journey,” Rae tells Wine Enthusiast. Innovation was imperative for the brand to stand out from the pack, she understood. “I wanted to make sure the branding and the marketing leaned into who I am and creatively served our target audience, while also paying homage to the Italian origins of our Prosecco.”
The vibe of Viarae is sexy and moody—think “Italy in the 1970s,” which Rae calls the brand’s “North Star aesthetic.” The flagship Prosecco is made with 100% Glera grapes and delivers notes of ripe peach and green apple. The brand also recently released its newest offering, Viarae Prosecco Rosé, a blend of Glera and Pinot Noir grapes that offers notes of citrus, apple and honeysuckle.
In the year since Viarae’s debut, Rae says the brand’s journey has proven rewarding, sometimes in unexpected ways. “Going viral on TikTok—what a pleasant surprise,” Rae says. “So many people were eager to try and review the wine and I’m deeply appreciative for the positive feedback.”
Looking to the future, Rae says she’s still figuring out how experiential advertising might fit into the Viarae story. “We know who we want to be with, but we want to find where they are—or potentially curate where they go,” she says. “More to come!”
25th Annual Wine Star Awards
Monday, January 27, 2025
The Westin St. Francis San Francisco on Union Square
Please join us in celebrating the 25th anniversary of Wine Enthusiast’s Wine Star Awards and congratulating the 2024 winners at the annual black-tie gala in January. Register for tickets and tables HERE .
For event inquiries on the annual Wine Star Awards gala, please contact LaShana Daniels at LDaniels@wineenthusiast.net .
Published: November 14, 2024
