What Kylie Minogue Wines does

Kylie Minogue Wines is a celebrity-branded wine portfolio launched in May 2020 by Kylie Minogue in exclusive partnership with Benchmark Drinks Limited, a London-based wine distributor and brand developer. The portfolio spans nine-plus SKUs across four ranges — Signature (rosé, Sauvignon Blanc, Merlot, Petit Rosé), Sparkling (Prosecco Rosé, Prosecco D.O.C.), Provence (Vin de Provence, Côtes de Provence, plus a limited-edition Côtes de Provence), and Non-Alcoholic (0% Sparkling Rosé, 0% Sparkling Blanc) — with a lighter-alcohol Petit Rosé at 7% ABV added in August 2025. Production is asset-light and decentralized: wines are sourced and blended through established winery partners in France (Château Saint Roseline for the Cru Classé Côtes de Provence), Italy (Zonin 1821 for Prosecco), and Australia (Howard Park for Chardonnay, De Bortoli for Pinot Noir), with the non-alcoholic range employing a proprietary fermentation method combining European grapes with hand-picked green tea from Yunnan, China.

The go-to-market blends celebrity-driven earned media with broad UK supermarket distribution (Tesco, Morrisons, Sainsbury's), Amazon UK, and owned direct-to-consumer e-commerce (kylieminoguewines.com and Wine Delivered). International expansion follows a distributor model, with Evaton Inc. holding exclusive US rights. Pricing is tiered from approximately £9 per bottle at the value entry point (Signature Rosé at Tesco) up to £45 RRP for the Cru Classé Côtes de Provence at Harvey Nichols, with the 0% range positioned in the premium non-alcoholic segment at 22 calories per 100ml. The brand has reached #1 UK status in premium branded Rosé, Prosecco Rosé, zero-alcohol sparkling, and lighter-alcohol Rosé, and has accumulated 27M+ bottles sold across 31 countries by May 2026.

The revenue model is multi-channel and predominantly transactional: wholesale/retail (supermarkets), DTC online (one-off bottle and case purchases), marketplace (Amazon UK), and international distribution fees. The customer base is a long consumer tail of lifestyle and mindful-drinking consumers, supplemented by premium on-trade venues (Annabel's, Bemelmans Bar) that serve as positioning signals rather than volume channels. The business is structured as a licensing/co-development arrangement: Kylie Minogue contributes the name, creative direction, and brand equity, while Benchmark Drinks handles product development, brand management, and global distribution under a single private limited company (Benchmark Drinks Limited, registered in England and Wales).

Name

Kylie Minogue Wines

Legal name

Benchmark Drinks Limited

Website

https://kylieminoguewines.com

Company type

Private

Founded year

2020

Operating status

Operating

Short description

Kylie Minogue Wines is a celebrity-branded wine portfolio launched in May 2020 by Kylie Minogue with Benchmark Drinks, producing rosé, sparkling, Provence, and non-alcoholic wines sourced from France, Italy, and Australia, sold in 31 countries with over 27 million bottles sold to date.

Ownership category

akta.pro rank

Product category

Premium Wine

NAICS

Wineries (312130), Beer, Wine, and Liquor Retailers (44532)

SIC

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

akta.pro primary industry

Wine & Sparkling Wine Wineries & Brands (CRADAIAB)

akta.pro secondary industries

Fine Wine & Luxury Spirits Retail (CRANABAE), Alcohol Subscription & Wine Clubs (Retail) (CRANABAF)

Keywords

• Celebrity branded wine
• Premium rosé wines
• Sparkling prosecco
• Non-alcoholic wine
• Wine distribution

Headquarters

HQ city

Kettering

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Infrastructure

Revenue model

1. Direct-to-Consumer Online Wine Sales: Wine sales through the company's owned e-commerce storefronts (kylieminoguewines.com and Wine Delivered). Consumers purchase individual bottles or cases directly. Delivery throughout the UK via Parcelforce 48hr tracked service.
2. Retail/Wholesale Distribution: Wholesale distribution of the full wine portfolio through major UK supermarket chains (Tesco, Morrisons, Sainsbury's) and specialty retailers. With over 750 Tesco stores stocking the range at launch and continued supermarket presence, this represents the primary revenue channel.
3. Marketplace Sales (Amazon): Wine products are listed and sold through Amazon UK, providing additional direct-to-consumer revenue alongside the owned storefront.
4. International Distribution: US market served via exclusive distribution partner Evaton Inc., covering California, Florida, New York, Massachusetts, New Jersey, Texas, and Ohio. Broader international presence across 31 countries through regional distributors.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels6 records

Core offering

Kylie Minogue Wines is a celebrity-branded wine portfolio that produces and sells rosé, sparkling (Prosecco), white, red, non-alcoholic (0% ABV), and lighter-alcohol (7% ABV) wines sourced from premium grape-growing regions across France, Italy, and Australia. The brand was launched in May 2020 in collaboration with Benchmark Drinks Limited and offers a tiered portfolio spanning entry-level (~£9) through ultra-premium (Cru Classé Côtes de Provence at £45), distributed across UK supermarkets, luxury on-trade venues, e-commerce, and 31 international markets.

Product overview

Kylie Minogue Wines is a celebrity-branded wine portfolio launched in May 2020 in partnership with Benchmark Drinks. The collection comprises multiple wine ranges: the Signature range (Rosé, Sauvignon Blanc, Merlot, Petite Rosé), Sparkling range (Prosecco Rosé, Prosecco D.O.C.), Provence range (Vin de Provence, Côtes de Provence including Limited Edition), and Non-Alcoholic range (Sparkling Rosé, Sparkling Blanc). The portfolio includes over 9 distinct wines spanning rosé, white, red, sparkling, and alcohol-free options. As of 2026, the company has sold over 27 million bottles globally and is available in 31 countries, becoming the UK's number 1 premium branded rosé, prosecco rosé, zero-alcohol sparkling, and lighter-alcohol rosé.

Differentiator

Problem solved

Functional benefit

Products and services

• Signature Rosé A pale pink wine with delicate aromas of fresh summer berries and white blossoms, refined and refreshing palate with a fruity, crisp finish. Made from 80% Grenache and 20% Cinsault from Terres Du Midi. The flagship entry-level wine launched at approximately £9 per bottle at Tesco.
• Signature Sauvignon Blanc A contemporary Sauvignon Blanc with vibrant nose of lime blossom and gooseberry, zesty and crisp palate with refreshing finish of green apple and lemon. 100% Sauvignon Blanc from Gascony, Vin de France.
• Côtes de Provence Rosé A stunningly pale rosy pink wine with expressive aromas of pink grapefruit, blood orange, and almond blossom, with crisp, dry beautifully textured palate and long silky mineral finish. 60% Grenache, 25% Cinsault, 10% Syrah, 5% Rolle. Produced at Château Saint Roseline, Cru Classé estate.
• Prosecco Rosé

Quantifiable outcome

• Over 27 million bottles sold globally in under 6 years (2020–2026)
• +5 more outcomes

Named customers6 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

Feature3 records

Partnerships

Six partnerships are on record, tiered core and key.

• Evaton Inc. (USA)coreChannel Partner/ Reseller/ Distributor · 1 January 2022Evaton Inc. is the exclusive US distribution partner for Kylie Minogue Wines. Led by CEO Stephen Brauer, Evaton manages the US rollout. The initial US portfolio launched with the Prosecco Rosé in select markets including California, Florida, New York, Massachusetts, New Jersey, Texas, and Ohio in June 2022.
• Château Saint Roseline (Côtes de Provence, France)keyStrategic or Co-development Partner · 1 August 2021Château Saint Roseline is a historic Cru Classé de Provence estate owned by the Teillaud family, located in Les Arcs Sur Argens. It received the Cru Classé designation in 1955 and its AOP Cru Classé Côtes de Provence vineyard extends over 110 hectares. The Château produces the Kylie Minogue 'Cru Classé' Côtes de Provence Rosé — the premium tier of the collection. The vines benefit from clay limestone soils and an underground spring.
• Zonin 1821 (Italy)coreStrategic or Co-development Partner · 1 January 2021Zonin 1821 is one of the most renowned, family-owned vine-growers and wine producers in Italy, dating back to the 1800s. Kylie Minogue visited Zonin's Veneto estate in January 2021 to meet the family and explore the vineyards. Zonin produces the Kylie Minogue Prosecco Rosé and Prosecco D.O.C. The Prosecco Rosé became the number one Prosecco Rosé brand in the UK.
• Benchmark Drinks LimitedcoreStrategic or Co-development Partner · 28 May 2020Benchmark Drinks Limited is a London-based wine distributor and brand developer established in 2018. Led by Managing Director Paul Schaafsma, the team has combined trade experience exceeding 100 years in senior management roles. Benchmark Drinks is the exclusive strategic partner behind Kylie Minogue Wines — handling product development, brand management, and distribution. The relationship began in 2020 when Kylie collaborated exclusively with Benchmark to launch her wine portfolio. Benchmark Drinks trades as Kylie Minogue Wines, kylieminoguewines.com, and Wine Delivered.
• Howard Park (Margaret River, Australia)coreStrategic or Co-development Partner · 1 January 2020Howard Park is a Western Australian winery whose chief winemaker Janice McDonald produced Kylie Minogue's first Australian wine — a Margaret River Chardonnay. The wine won a Gold medal at the Global Chardonnay Masters (score: 92 points). The partnership was managed via the Burch Family. Kylie described Howard Park as having 'love and passion second to none' for the brand.
• De Bortoli (Victoria, Australia)keyStrategic or Co-development Partner · 1 January 2020De Bortoli is a family-owned Australian wine company with deep roots in Victoria, Australia. Kylie Minogue collaborated with De Bortoli's winemaker Steve Webber to produce a Pinot Noir from her home state of Victoria. This addresses Kylie Minogue's stated goal of including Australian wines in the portfolio, connecting the brand to her Australian heritage.

Scale indicators6 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Miraval (Brad Pitt & Angelina Jolie): Celebrity-owned Provence rosé brand; the single most direct competitor in the celebrity wine category, competing head-to-head in the UK and US rosé segment that Kylie Minogue also targets with Côtes de Provence.
• Gérard Bertrand: Leading premium Provence rosé producer; competes in the same on-trade luxury venues (e.g., Bemelmans-style bars) and ultra-premium off-trade retailers that host the Kylie Minogue Cru Classé.
• Avaline (Cameron Diaz): Celebrity-founded clean wine brand with a strong no-additive positioning and growing no/low alcohol line; direct competitor for the mindful-drinking and DTC consumer that Kylie targets with the 0% range.
• Maison No. 9 (Post Malone): Celebrity-backed Provence rosé launched in 2020; competes in the same celebrity rosé category and US premium retail channels.
• Graham Norton's Own: Celebrity wine range sold primarily in the UK and Ireland through major supermarkets; direct competitor for Tesco/Morrisons shelf space in the same accessible celebrity-branded wine category.
• SJP (Sarah Jessica Parker): Celebrity wine portfolio (rosé, sparkling, red) sold across US retail; same celebrity-licensing archetype targeting premium rosé and lifestyle occasions.
• Casamigos Tequila (George Clooney / Diageo): Founded as a celebrity alcohol brand (originally tequila, now broader portfolio); benchmark for the celebrity-licensed beverage model that Kylie Minogue Wines follows, including UK/US distribution and on-trade placement.
• Whispering Angel (Château d'Esclans): Category-defining premium Provence rosé; competes with the Kylie Minogue Côtes de Provence and Vin de Provence SKUs in the same on-trade and off-trade channels.
• Barrymore (Drew Barrymore): Celebrity-branded wine range sold primarily through US retail; comparable celebrity-licensed model in the accessible premium tier.

Broad incumbents

• Accolade Wines (Hardys, Banrock Station, Echo Falls): Established multi-brand wine portfolio sold across UK supermarkets; competes directly with the Kylie Minogue Signature range for shelf space and consumer attention at mainstream retail price points.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/kyliewines
• Facebookfacebook.com/kylieminoguewines
• Instagraminstagram.com/kylieminoguewines

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Kylie Minogue Wines