‘Quick commerce’ platform Gopuff has partnered with Argentine winemaker Karim Mussi and US rapper Common to launch a new wine brand in the US.
Jeffrey Park will debut this week with one SKU, a pinot noir from Mendoza’s Valle de Uco that has an SRP of US$19.99 per 75cl bottle. The limited-edition release is available in “select” locations on the Gopuff app and through the company’s retail subsidiary, BevMo!.
Gopuff announced the launch with a video advert featuring Common (below) that has been posted on the delivery platform’s social media accounts.
“Jefferey Park is exactly the type of brand we love bringing to life: a product with an authentic story, exceptional quality and broad appeal,” said Gopuff’s head of marketing, Tyler Stewart. “Jefferey Park is the result of what happens when great creators, world-class craftsmanship and Gopuff’s infrastructure and scale come together.”
Founded in 2013, Gopuff operates “micro-fulfillment centres” and “hyper-local logistics networks” to allow it to complete direct-to-consumer deliveries in as little as 15 minutes. Headquartered in Pennsylvania, the company also has operations in the UK.
Earlier this year, Treasury Wine Estates debuted a US$15-per-bottle Californian wine “inspired by Hispanic culture”, Convida, in three US markets.
