Could this be the next good thing? Lifestyle TV personality and entrepreneur Martha Stewart has released a California Chardonnay, Martha’s Chard, with Australia-based 19 Crimes. With her face on the label, the wine puts Stewart in good company with one of her dearest friends, Snoop Dogg, who has been collaborating with 19 Crimes on his red and rosé since 2020. “I am thrilled to announce the launch of Martha's Chard," said Stewart in a statement. "The world didn't need just another Chardonnay, so I created one that is clean, crisp and flavorful without being too heavy or oaky.”
Martha’s Chard ($12) is 19 Crimes’ first dive into California Chardonnay. “Snoop and Martha have a close friendship, and it was very helpful to have Snoop in our corner when we started negotiations with Martha,” a representative of Treasury Wine Estates (19 Crimes’ parent company) told Wine Spectator via email. “Once [she] learned about our brand and our business, she was very keen to join the party!”
According to Treasury’s rep, the 19 Crimes team had been searching for potential new partners to follow in Snoop Dogg's success. Considering the brand’s focus on innovators and pioneers with rousing life stories, Stewart fit the bill. “Martha was an obvious choice, given her icon status as a disrupter and culture creator,” said Treasury’s rep. Indeed, Stewart’s massive portfolio already includes an online wine shop, a wine club and a seemingly endless catalog of pairing options. "[Martha’s Chard] pairs perfectly with my delicious recipes, or can be enjoyed on its own," said Stewart.
The 19 Crimes team already sees this premiere as a chance to “disrupt” the California Chardonnay category while appealing to new consumers and helping the brand grow. Fans may have recently caught Martha’s Chard making the rounds on TV, with appearances on The Ellen DeGeneres Show and Access Hollywood.
”[Stewart] had a vision right from the start on the wine style, and what she was expecting Martha’s Chard to deliver,” Treasury’s rep explained. “Her standards are exacting, and most importantly she knows what our consumers want to drink.”
And this isn’t Stewart’s only fresh endeavor. Later this year she'll be opening a new restaurant, The Bedford by Martha Stewart, at Las Vegas’ Paris Hotel. No word yet if Martha’s Chard will be on the wine list, nor if she'll be joining her pal Snoop at this weekend's Super Bowl LVI Halftime Show ….
Enjoy Unfiltered? The best of Unfiltered's round-up of drinks in pop culture can now be delivered straight to your inbox every other week! Sign up now to receive the Unfiltered e-mail newsletter, featuring the latest scoop on how wine intersects with film, TV, music, sports, politics and more.