The Drinks Business

In recent years, a growing number of wine, beer and spirits brands have collaborated with fashion designers, streetwear labels and luxury houses. These partnerships are now as much about cultural cachet as they are about cross-promotion. For drinks producers, the tie-ins offer lifestyle relevance and access to younger demographics. For fashion brands, drinks offer narrative, nostalgia and sometimes, genuine craftsmanship.

Arguably the most striking example of late is Dolce & Gabbana’s ongoing partnership with Sicilian winery Donnafugata. Beginning in 2020, the collaboration now spans four wines, from the flagship Rosa rosé to a classic Etna red. Each bottle is dressed in vibrant labels inspired by Sicilian folklore.