Kylie Minogue, the Australian singer and actress, has achieved remarkable success in the wine industry, building an empire in just six years. Her journey began in 2020 when she partnered with celebrity drinks expert Paul Schaafsma to launch her own-label wine, starting with a basic rose. Since then, her brand has expanded to include sparkling, no-alcohol, and premium rose offerings, with sales reaching around 25 million bottles worldwide.
Minogue’s business acumen, combined with Schaafsma’s expertise, has been key to her success. Her brand focuses on affordable, approachable wines that appeal to a wide audience, with a strong presence in the UK, Australia, and the US. The wines are carefully crafted to fit Minogue’s persona – bouncy, approachable, and fun.
Interestingly, Minogue had little knowledge of the wine industry when she started, but her dedication and willingness to learn have paid off. She actively participates in wine fairs, meets with wine press, and understands her target audience, making her a true performer-entrepreneur.
