Invivo Wines
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.
- Company typePrivate
- Founded2008
- HeadquartersAuckland, New Zealand
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
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.
Invivo Wines firmographics
Firmographics- 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
Invivo Wines industry classification
Industry- 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
Where Invivo Wines is headquartered
LocationHeadquarters
- HQ city
- Auckland
- HQ country
- New Zealand
- HQ region
- Oceania
Offices2 records
Markets served
Invivo Wines business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales
Revenue model
- 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.
- 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.
- 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
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard per-case shipping within New Zealand |
| Unit Pricing | Pay-as-you-go | Per-bottle shipping within New Zealand |
| Other | Pay-as-you-go | Gift Cards |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels8 records
Invivo Wines product offering
Product offeringCore 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
Companies that use Invivo Wines
Customer profileNamed customers7 records
Segments3 records
Ideal customer profiles3 records
Invivo Wines technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Invivo Wines partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core, minor and flagship.
- Australian Vintage LtdcoreDistribution 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.
- MadFishminorMadFish is part of Australian Vintage Ltd's recent global acquisition. Invivo's distribution is mentioned alongside MadFish acquisition, indicating potential distribution synergies.
- Monarq GroupcoreDistribution partner for Invivo X, SJP in global travel retail and select international markets including Scandinavia and the USA.
- Graham NortonflagshipLong-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 ParkerflagshipLong-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 DrinkscoreUK distributor for Graham Norton brand, managing distribution and brand development in the UK market.
- The Drinks TrustminorIndustry 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
Invivo Wines competitors and assessment
Company assessmentDirect 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
Invivo Wines social profiles
Digital presenceInvivo Wines compliance and trust
Trust signalCompliance2 records
Invivo Wines financial estimates
Financial estimateRevenue estimate
Valuation estimate
Invivo Wines leadership team
Management profileNumber of profiles
Profiles4 records
Invivo Wines funding detail
Funding detailFunding overview
Funding rounds3 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Invivo Wines M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Invivo Wines
What does Invivo Wines do?
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.
Is Invivo Wines a public or private company?
Invivo Wines is a private company. It is classified as venture growth investor backed and is currently operating.
When was Invivo Wines founded?
Invivo Wines was founded in 2008. It employs 51 to 100 people.
Where is Invivo Wines based?
Invivo Wines is headquartered in Auckland, New Zealand, in the Oceania region.
How does Invivo Wines make money?
Three revenue lines are on record. Wine Sales are the primary driver. The others are spirits (Gin and Vodka) and direct-to-Consumer Online Sales.
Who are Invivo Wines's main competitors?
Direct peers on record are Delegat Group, Cloudy Bay, Kim Crawford, Australian Vintage Ltd, Brancott Estate, Miraval, Villa Maria and Foley Family Wines. Broad incumbents are Treasury Wine Estates and Accolade Wines.
Does Invivo Wines have an API?
No public API is recorded for Invivo Wines.
What industry is Invivo Wines in?
Invivo Wines's product category is Wine and Spirits Production. Its primary akta.pro industry code is CRADAIAB, Wine & Sparkling Wine Wineries & Brands, with a secondary code of CRAOAIAB, Alcohol Importers & Brand Owners (Wholesale). Its NAICS code is 312130 and its SIC code is 2080.