forbes.com
Invivo's Strategic Investment Fuels Global Wine Expansion
New Zealand wine company Invivo, strengthened by a strategic investment from Indevin, saw its Graham Norton Sauvignon Blanc sales surge 396% in the UK in 2024, highlighting the success of celebrity-driven wine marketing and New Zealand's growing global wine presence.
- What is the significance of Invivo's strategic investment and Graham Norton's wine line's success for the New Zealand wine industry?
- Invivo, a New Zealand wine company, secured a strategic investment from Indevin, boosting its production and global reach. Graham Norton's wine line, a key contributor, saw a 396% sales increase in the UK in 2024 and became a top 20 alcohol brand in Ireland.
- What are the potential future implications of Invivo's success for the global wine market and the role of celebrity endorsements in the industry?
- Invivo's partnership with Indevin signifies New Zealand's commitment to its wine industry's future. The company's success suggests a trend toward personality-driven marketing in the global wine market, potentially influencing other regional producers to adopt similar strategies.
- How did the collaboration between Invivo and celebrities like Graham Norton and Sarah Jessica Parker contribute to the company's global expansion?
- The success of Invivo's celebrity wine collaborations, particularly Graham Norton's Sauvignon Blanc, highlights the power of storytelling and personality in exporting New Zealand wine globally. This is further evidenced by the 14.4% growth in premium New Zealand Sauvignon Blanc sales in the U.S. in 2024.
Cognitive Concepts
Framing Bias
The narrative is overwhelmingly positive towards Graham Norton's involvement and Invivo's success. The headline and introduction strongly emphasize the celebrity aspect, which may overshadow the business achievements and broader industry trends. The repeated positive quotes from Invivo founders further reinforce this bias. The article frames the Invivo-Indevin deal as a marker of New Zealand's seriousness about its wine industry's future; however, this assertion could benefit from further evidence or analysis.
Language Bias
The language used is largely positive and celebratory, using terms like "effervescent," "supercharges," and "proven commercial engine." While this enhances the narrative, it lacks a critical edge. The repeated use of 'great' and 'good' in relation to the wine lacks specific descriptors to allow readers to interpret the wine's taste. For example, instead of "a very good glass of wine," more specific descriptors like "a crisp, dry Sauvignon Blanc with notes of grapefruit and passionfruit" could be used.
Bias by Omission
The article focuses heavily on the success of Graham Norton's wine line and Invivo's partnership, potentially overlooking other contributing factors to the New Zealand wine industry's growth. While it mentions taste, price, and marketing, a more in-depth exploration of these elements and their relative importance would provide a more balanced perspective. The article also doesn't explore potential negative impacts of celebrity endorsements on the wine industry or consumer perception.
Gender Bias
The article features two male and one female celebrity. While the article focuses on the successes of each, it doesn't delve into the gendered aspects of their involvement or discuss gender representation within the larger wine industry. More analysis of the potential influence of gender on the reception of these celebrity partnerships would improve the article.
Sustainable Development Goals
The success of Invivo