Post Malone’s Maison No.9 rose wine might not have been a venture many saw coming at the start of the year, but the brand has seen huge success since its launch in June in the USA.
The brand also had a limited release in the UK pre-Christmas, ahead of the full launch in 2021, which saw the larger sized bottles sell out in less than 20 minutes online.
The juxtaposition of a tattooed rockstar like Post releasing a genteel, high-end rose wine in an elegant bottle which you’d expect to pay in the hundreds for, yet which retains a price point that’s accessible to all is just the stereotype smashing product they were going for.
Maison No.9 was created by Post alongside Dre London and James Morrisey, who came up with the idea the night before the Grammys in 2019.
James, founder of Global Brand Equities and co-creator of Maison No.9 told Metro.co.uk how the trio ended up flying out to Provence, France, just days later to start working on their product.
He explained: ‘The three of us were out for dinner in LA the night before the Grammys where Post was performing the next day with the Red Hot Chili Peppers.
‘Around that time, Post and Dre had been hanging out a lot with Mark Wahlberg, and they’d become very close friends and Mark’s a big wine aficionado so he’d always produce these incredible wines at their dinner parties, and through that, Post developed a taste for really fine wines.
‘Whenever we’d be in restaurants together, he’s go crazy ordering these super expensive rare bottles of wine and it was around that time when Dre said to me: “Look, we’re spending so much money on these expensive bottles of wine and we’ve always talked about doing something with Post”, so it was perfect timing.’
Just a few days and one Grammys performance later, the group flew out to an ‘iincredible’ vineyard in France that James had visited on his travels a few months before to begin work on their blend.
The trio’s appearance in rural wine country definitely raised a few eyebrows from the buttoned-up local wine merchants.
James laughs: ‘It was crazy. I mean they were definitely some of the funniest moments of the process.
‘Arriving in France into very, very traditional wine country and on a very esteemed estate and you’ve got Post walking through with tattoos all over his face and a pair of Crocs on, smoking a cigarette, and then Dre, who’s this British guy who’s larger than life and his personality is electric and then me, the random Irish guy.
‘It was funny to see people’s reactions. Because the people at the winery thought we were crazy. They definitely thought we were crazy, because we’re not three guys that have landed on their doorstep before, they’ve never probably met people like us.
‘And then there were also visitors at the winery who were having dinner in the Michelin star restaurant and we’re walking down every evening to have our dinner and heads were turning.
‘Everyone was buttoned up in suits and ties and it was a funny look, but I think that’s what made it interesting as it added character to the mix.’
Refusing to bow down to stereotypes is something that’s intrinsic to the brand, James explains: ‘We live in a world where everyone judges a book by its cover, rightly or wrongly.
‘You don’t expect Post, the guy with tattoos all over his body to have a real appreciation for for quality, but that’s wrong. It’s a misinterpretation, it’s not all about judging people by how they look, and that’s all we wanted to do with the brand.
‘It’s not about judging it by how it looks, you look at the bottle and you think it’s probably a $100 bottle, and it’s unobtainable, but that’s not the case.
‘It does look feel and is premium but we as people, we don’t take ourselves too seriously and we didn’t want the brand to take itself too seriously either.’
The brand has seen huge success since launching in the USA, where it sold out of the 50,000 bottles reserved for its pre-sale in just 48 hours and will be launching fully in the UK next year – a territory that was important for the founders due to their links to the country.
The Rockstar rapper, James and Dre always wanted the fans to be able to get their hands on one of the coveted bottles without the price tag making it impossible to own.
He explains: ‘Post really wanted to create wine that was a really superior quality product but accessible to everybody. We didn’t want to be this pretentious wine brand as that’s what we don’t like so much about the wine industry.
‘There’s a lot of snobbery involved in the sector and from day one, that was something that we wanted to challenge, that stereotype of snobbery.’
Post Malone’s Maison No.9 wine went on limited sale in the UK on December 17, and will launch in full in 2021.
Credit: Original article published here.