Nina Dobrev and Julianne Hough launch Wine Company, Fresh Vines – WWD
Nina Dobrev and Julianne Hough are the latest celebrities to enter the wine business. Today unveiling the debut of their wine label Fresh Vine Wine, the duo have built a brand around bottling their friendship and the many times they indulge in wine to connect, while remaining true to their healthy lifestyle goals.
The couple met around eight years ago through their hairstylist, Riawna Capri, and have been good friends ever since. (The closeness of their friendship, in fact, is noted in Hough’s Wikipedia biography.)
“We’ve really been through so much together, life changes, experiences,” Hough said on a Friday afternoon Zoom call with Dobrev online. “And we know each other inside and out; we balance ourselves in so many different ways and we have things that interest us that are similar and things that are [different]. But one thing that we are really linked to is our values. And so, being able to find something that we both really enjoy and bring our own unique abilities and skills… we wanted to create a product that indicates who we are individually and collectively as friends.
“And it’s really great because we feel like we’re growing up together and it seemed like a big natural step towards the next sophisticated chapter in our lives,” adds Dobrev.
Hough, a self-proclaimed homebody, enjoys their nights spent alone together at home on the couch, a fire lit, string lights on, talking.
“Some of the best times are the individual times. I really like it when it’s fair, like, Nina and I hanging out on the couch talking and remembering life and experiences or in the garden, ”Hough says.
“See, my brain went to a different place Jules,” Dobrev told him. “My brain went to Cabo on this girl’s trip who was getting more and more out of whack after every drink. “
“And that’s why I was saying we both have very different experiences that bring them together to balance them out,” Hough told him.
Fresh Vines is launching a Californian Cabernet Sauvignon, Californian Chardonnay and Californian Pinot Noir, with a rosé coming this summer. All bottled in Napa through partner wineries, the wines are low-carb, low-calorie, gluten-free, keto, and vegan, meant to adhere to the aforementioned Hough lifestyle that friends can drop by. a night together without the resulting hangover.
“We’re two best friends who have a lot in common and we just want to share the joys of life and the ups and downs of the past year,” Hough said. “Mostly spending time together and really understanding who we are, what our pleasures are, understanding this life and being able to do it while having the comfort of a glass of wine in your hand and relaxing and unwinding without feeling like, ‘I’m having a huge hangover tomorrow.’ ”
“We were originally bound by similar core values and lifestyles, and we both work incredibly hard during the day and at night, it’s a little hard to turn off,” says Dobrev. “And so we really bonded not only by working hard, but also by finding the time to enjoy life and all the little things that come with it.”
The couple say they’ve been developing the brand for some time, with the company in beta to allow for consumer feedback, but the pandemic has given them both time to really focus on creating it and also enjoying the moments spent together enjoying each other. the company of others all the more.
“One of the things that [COVID-19] taught us that you have to enjoy every moment with the people in your life and not take anything for granted, ”says Dobrev. “And we’ve always done that by relaxing with wine in the evening – or if it’s a Friday afternoon in this case, especially in COVID-19, maybe a little earlier than we would normally open a bottle of wine. But we prioritize working hard and also enjoying all that life has to offer. “
The two spent the first few days of the pandemic having wine nights Zoom In, once again feeling more secure, becoming each other’s bubble buddies and having wine dates in person. . For them, Fresh Vines is not only a wine brand, but also a wellness company, founded on values of health and pleasure. (Promotional photos from the launch show them both enjoying a drink on a sofa and doing yoga, wine nearby.)
“We have always wanted to create a wine company and create a brand of well-being that reflects who we are and reflects our values; you can be active, healthy and happy, have a wonderful life and keep doing this stuff, ”Dobrev said. “Have a good time, have a wine that goes with your healthy lifestyle in that it has many health benefits and it doesn’t make you feel guilty when you drink a wine.”
With their first trip to Napa to see the vineyard arriving in a few weeks, the two are eager to get their hands on even more.
“Even the little details like the website and the choice of images and color palettes that match the tone of the experience we want people to have… it’s so much more involved and it’s so much fun,” said Dobrev. “I hope this feeling will last forever because it is very intoxicating. No pun intended. “
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