Invivo Wines

What Invivo Wines does

Invivo & Co Limited is a privately held New Zealand wine and spirits producer headquartered in Auckland with a historic winery in Te Kauwhata. Founded in 2008 by Tim Lightbourne and Rob Cameron, the company operates a multi-brand portfolio built around long-term celebrity co-branded partnerships: Graham Norton Wines and Spirits (since 2013, six wines and four spirits) and Invivo X, Sarah Jessica Parker (since 2018/2019, three wines), supplemented by the core Invivo Wines label, Invivo X Unity Prosecco (Eurovision official), and experiential products including Invivo Air (a chartered winery airline launched 2023) and an NFT collection.

The company sells approximately 400,000 nine-litre cases annually and exports to 43 countries, with particularly strong penetration in the UK, Ireland, USA (42 states for the SJP brand) and Australia. Distribution is channel-led: international distribution partnerships (Australian Vintage Ltd for UK/Ireland from February 2026, Monarq Group for travel retail, Benchmark Drinks previously for the UK) feed major grocery and on-trade retailers including Tesco, Aldi, Ocado, SuperValu, Kroger, Meijer and Coles, while a direct-to-consumer e-commerce store serves New Zealand customers.

Revenue is generated almost entirely from one-time sales of branded wine and spirits. The company has raised capital via three equity crowdfunding campaigns (800+ Kiwi investors) and a 2018 NZAX IPO, and in August 2025 received a strategic equity investment from Indevin, New Zealand's largest wine producer, which also took a board seat. Accolades include 13 trophies, 100+ gold medals and more than 600 total awards, three inclusions in Wine Spectator's Top 100 Wines of the World for the SJP range, and a #9 Wine Spectator Top 10 Best Value Wine ranking for 2025.

Name

Invivo Wines

Legal name

Invivo & Co Limited

Website

https://invivowines.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

51–100 employees

Short description

Invivo & Co is a privately held New Zealand wine and spirits producer that sells premium Marlborough and Central Otago wines through celebrity co-branded ranges with Graham Norton and Sarah Jessica Parker, distributing to 43 countries via grocery, on-trade and direct-to-consumer channels.

Ownership category

akta.pro rank

Product category

Wine and Spirits Production

NAICS

Wineries (312130), Wineries (31213), Beverage Manufacturing (3121), Wine and Distilled Alcoholic Beverage Merchant Wholesalers (42482)

SIC

Beverages (2080), Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180)

akta.pro primary industry

Wine & Sparkling Wine Wineries & Brands (CRADAIAB)

akta.pro secondary industries

Alcohol Importers & Brand Owners (Wholesale) (CRAOAIAB), Alcohol Subscription & Wine Clubs (Retail) (CRANABAF), Producer-Owned Retail & Bottle Shops (On-site) (THAFALAL), Fine Wine & Luxury Spirits Retail (CRANABAE)

Keywords

• Premium new zealand wine
• Celebrity co-branded spirits
• Sauvignon blanc producer
• Craft gin and vodka
• Crowdfunded winery

Headquarters

HQ city

Auckland

HQ country

New Zealand

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales

Revenue model

1. Wine Sales: Invivo generates revenue through sales of its branded wines including Invivo X SJP (Sarah Jessica Parker collaboration), Graham Norton (GN) Wines, and Invivo Wines. Products are sold through direct-to-consumer online store (NZ), retail partners, and international distribution networks. The company sells 400,000 x 9 litre cases annually.
2. Spirits (Gin and Vodka): Sales of Graham Norton branded spirits including gin and vodka products. GN Wine range includes six wines and four spirits with over 300 gold medals since inception in 2013.
3. Direct-to-Consumer Online Sales: E-commerce revenue through invivowines.com for New Zealand customers. Online store offers loyalty points program (10 points = $1, 100 points converts to $1), gift cards, and direct shipping within New Zealand.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels8 records

Core offering

Invivo & Co produces and sells premium New Zealand wines, gin, and vodka under its own Invivo label and through long-term celebrity co-branded collaborations with broadcaster Graham Norton (since 2014) and actress Sarah Jessica Parker (since 2019). The portfolio spans Sauvignon Blanc, Pinot Noir, Rosé, Prosecco, gin, and vodka, sold through direct e-commerce, major grocery retailers, specialty wine shops, on-trade venues, and international distribution partners across 43 countries, with annual production of approximately 400,000 nine-litre cases.

Product overview

Invivo & Co is an innovative New Zealand winery founded in 2008 that operates as a multi-brand wine and spirits company. The portfolio includes its core Invivo Wines label (New Zealand Sauvignon Blanc and Pinot Noir), the celebrity co-branded Graham Norton Wines (six wines and four spirits including gin and vodka, launched 2014), and Invivo X, Sarah Jessica Parker wines (three wines launched 2019). Additional products include Invivo X Unity Prosecco (Eurovision official), experiential Invivo Air winery airline, and NFT collectibles. The company sells approximately 400,000 x 9 litre cases annually and exports to 43 countries. Indevin (New Zealand's largest wine producer) holds a strategic equity stake.

Differentiator

Problem solved

Functional benefit

Brands

• Graham Norton Wines (GN): Wine and spirits collection created in collaboration with broadcaster Graham Norton, including Sauvignon Blanc, rosé, Prosecco, gin, and vodka.
• Invivo X, SJP
• Invivo X Unity
• Invivo Gin
• Invivo Air
• Invivo NFT

Products and services

• Invivo Wines (Core Brand) Invivo's own-label New Zealand wines, primarily Sauvignon Blanc and Pinot Noir from Central Otago, sold across 43 countries.
• Graham Norton Wines (GN Wines) Internationally acclaimed wine and spirits portfolio co-created with broadcaster Graham Norton, including Sauvignon Blanc, Rosé, Prosecco, gin, and vodka. Graham Norton is a shareholder and co-blender; the range has over 300 gold medals and accolades.
• Graham Norton Gin (GN Gin) Signature gin range in the Graham Norton Spirits portfolio, including Original Irish Gin, Pink Gin, and Marmalade Gin, made with Irish grain and crafted in West Cork.
• Graham Norton Vodka Graham Norton's vodka product, part of the GN Spirits range distributed alongside the GN wines.
• Invivo X, Sarah Jessica Parker (SJP) Wine collection co-created with Sarah Jessica Parker, including Sauvignon Blanc, Rosé, and Pinot Grigio. Parker is a shareholder and co-blender; included three times in Wine Spectator's Top 100 Wines of the Year and ranked #9 in Wine Spectator's Top 10 Best Value Wines 2025.
• Invivo X Unity Prosecco Prosecco brand that served as the Official Prosecco of the Eurovision Song Contest, used to celebrate New Zealand's first Eurovision entry.
• Invivo X, SJP NFT Collection Non-fungible token (NFT) wine collection offerings, including Graham Norton-themed NFTs sold as digital collectibles tied to the Invivo brands.

Quantifiable outcome

• 396% year-on-year sales growth in UK for Graham Norton Sauvignon Blanc in 2024
• +4 more outcomes

Named customers7 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered core, minor and flagship.

• Australian Vintage LtdcoreChannel Partner/ Reseller/ Distributor · 22 February 2026Distribution partnership for Invivo products in UK and Ireland. Australian Vintage Ltd is an ASX-listed wine company (AVG) with operations in Australia. This partnership supports Invivo's geographic expansion strategy in European markets.
• MadFishminorOthersMadFish is part of Australian Vintage Ltd's recent global acquisition. Invivo's distribution is mentioned alongside MadFish acquisition, indicating potential distribution synergies.
• Monarq GroupcoreChannel Partner/ Reseller/ DistributorDistribution partner for Invivo X, SJP in global travel retail and select international markets including Scandinavia and the USA.
• Graham NortonflagshipStrategic or Co-development PartnerLong-term collaboration since 2014 (over 14 years). Graham Norton is shareholder and actively involved in annual blending sessions. GN wine range includes six wines and four spirits with over 300 gold medals since inception.
• Sarah Jessica ParkerflagshipStrategic or Co-development PartnerLong-term collaboration since 2018/2019 (over 7 years). SJP joined Invivo board in December 2019. Actively involved in annual blending sessions and product development. Invivo X, SJP collection includes three wines rapidly growing in USA.
• Benchmark DrinkscoreChannel Partner/ Reseller/ DistributorUK distributor for Graham Norton brand, managing distribution and brand development in the UK market.
• The Drinks TrustminorOthersIndustry charity partnership. Graham Norton and Invivo helped raise £60,000 ($140,000 NZD) at The Drinks Trust Gala in October 2025, supporting people working across the drinks industry.

Scale indicators15 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Delegat Group: NZX-listed NZ wine producer (Oyster Bay, Barossa Valley Estate) with global distribution and premium positioning. Most directly comparable NZ-headquartered winery at scale with international growth ambitions similar to Invivo.
• Cloudy Bay: Iconic Marlborough Sauvignon Blanc producer owned by LVMH. Closest direct comparable on premium NZ Sauvignon Blanc positioning, global premium retail presence, and brand-led growth strategy.
• Kim Crawford: Premier NZ Sauvignon Blanc brand owned by Constellation Brands. Direct comparable on premium NZ Sauvignon Blanc positioning, US-led growth strategy, and grocery channel concentration.
• Australian Vintage Ltd: ASX-listed wine company and Invivo's new UK/Ireland distribution partner (Feb 2026). Comparable as a Southern Hemisphere mid-sized wine platform pursuing international distribution scale.
• Brancott Estate: Pernod Ricard-owned Marlborough Sauvignon Blanc brand. Comparable premium NZ wine positioning, global retail footprint, and celebrity-adjacent marketing activations.
• Miraval: Brad Pitt and Angelina Jolie's Provence rosé brand, partly owned by the Pitt family and distributed by Société des Domaines de Provence. Closest peer on the celebrity co-branded premium wine model that Invivo has pioneered with Norton and SJP.
• Villa Maria: NZ's largest wine brand, owned by Indevin (Invivo's strategic investor). Comparable premium NZ wine portfolio, broad international distribution, and similar channel mix into UK/Irish grocery.
• Foley Family Wines: US-listed (NYSE: BWS) NZ and US wine producer with Vavasour, Dashwood, and Clifford Bay NZ brands. Comparable as a multi-brand NZ wine platform with global retail distribution.

Broad incumbents

• Treasury Wine Estates: ASX-listed global wine giant (19 Crimes, Penfolds, Beringer). Operates in the same premium wine category including the celebrity-driven 19 Crimes brand; broader portfolio but overlapping consumer and retail channels with Invivo.
• Accolade Wines: Global wine company (Hardys, Banrock Station) with significant NZ presence. Comparable as a multi-region wine platform with grocery-led distribution, though much larger and broader portfolio than Invivo.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCZkw3TDCg8DmEUQqV1E7MKw
• Instagraminstagram.com/invivowines
• Xx.com/invivowines
• Facebookfacebook.com/InvivoWines
• LinkedInlinkedin.com/company/1313636

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds3 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Invivo Wines