Vera Wang Ready to “Party” With New Italian Prosecco: “It’s About Celebrating Life”
The 71-year-old designer and mogul is branching out with the introduction of her first Italian prosecco, an offering she hopes will help fuel celebrations large and small, especially weddings.
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Chris Gardner
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July 8, 2021 1:30pm
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Vera Wang Courtesy of Till Jan
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Two years ago, Vera Wang and her team started kicking around ideas to add another category to her portfolio — a massive empire that includes fashion, bridal wear, eyewear, fragrance, bedding, stationery, tableware, jewelry and men’s formal wear.
The designer specifically wanted a beverage, something “light and fun” that could easily be married with wedding celebrations, one of her most iconic ventures. Now that COVID-19 restrictions are being lifted across the country, she’s hoping that what they came up with could help fuel all types of gatherings, large, small (and even solo).
“Prosecco is not only about weddings, it’s about celebrating life,” the designer said during a recent virtual event to debut Party, a premium Italian prosecco for which she teamed with winemaker Araldica, led by Claudio Manera. “Small moments in life, daily moments or big events. Not simply milestones or special occasions, it’s for life.”
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Vera Wang Party Courtesy of Vera Wang PARTY
Vera Wang Party $25
Wang, who said she loves a drink to unwind at the end of a long day, praised prosecco as being “incredibly popular” for its drinkability and its usefulness as a mixer for a variety of cocktails. “It’s light, it’s effervescent and there’s a youth and modernity to it,” she explained, leaning on similar adjectives to describe the unique bottle, a sleek matte silver with “Party” planted across the middle in bold neon letters. “Prosecco has never been sold in a bottle made out of metal. This is the first time, permitted by the Italian federation. We held our breath as it took a long time to be accepted. I’m very proud of it.”
Retailing for $25, Vera Wang’s Party is made from “100 percent Glera grapes and boasts aromas of apple and stone fruit, citrus notes and fresh acidity on the palate, with a soft and fruity finish,” per the brand. About the bottle, Wang said that leaning on neon for the letter detail aligns with her present vocabulary in fashion as she’s been utilizing the color scheme a lot lately.
Wang added that branding and packaging a bottle like this was similar to the process she’s gone through with her fragrance collection, which includes Princess Noir, Vera Wang, Embrace, Princess, Be Jeweled, Forever Vera and Lovestruck. Her other footprint in the spirits sector came with a partnership with Chopin Vodka. “This is one of the happiest projects we’ve worked on,” she admitted. “[Party] is something we all need right now — a bit of joy, a bit of happiness and a bit of celebration.”
Vera Wang Party is available at select online retailers including Total Wine and via on-demand delivery service Drizly.
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