Invivo Wines

Invivo Wines is a New Zealand wine company founded in 2007 by winemaker Rob Cameron and Tim Lightbourne, two former school friends. The company developed from a small entrepreneurial idea into an internationally distributed wine business by combining New Zealand regional wine production with accessible branding, direct consumer engagement, and high-profile creative partnerships. Its home is the historic Te Kauwhata winery south of Auckland, while its wines are sourced from important New Zealand growing regions including Marlborough and Central Otago, as well as from selected international wine-producing areas for some products. The company positions itself against what its founders regard as overly formal or pretentious wine marketing. Its communication has generally emphasized approachability, humor, and the social experience of drinking wine rather than highly technical or ceremonial presentation. This strategy helped Invivo gain attention beyond the traditional New Zealand wine audience and contributed to recognition for its marketing and fundraising methods. In 2009, the company received the New Zealand Innovation in Wine Marketing Trophy. It later won two trophies at the 2020 New Zealand Marketing Awards for the global launch of its Invivo X, SJP range. Invivo’s core portfolio includes New Zealand Sauvignon Blanc, Pinot Gris, Chardonnay, and Pinot Noir under the Invivo label. These wines draw mainly on Marlborough and Central Otago fruit, with a higher-tier range carrying the Michelle’s label. Its Marlborough Sauvignon Blanc was named Winestates Sauvignon Blanc of the Year in 2020. The company has also built a substantial co-branded portfolio. Graham Norton’s Own began with a Marlborough Sauvignon Blanc and expanded into wines from New Zealand, Australia, Argentina, and Italy, including rosé, Shiraz, red blends, Prosecco, and Prosecco rosé. The range also includes Irish-style gin products. Invivo’s partnership with television and radio personality Graham Norton emerged after the company learned that he enjoyed its Sauvignon Blanc. Norton subsequently became involved in blending and developing the range and holds a minority shareholding in the company. In 2019, Invivo entered a second prominent partnership with actor and producer Sarah Jessica Parker. The resulting Invivo X, SJP range includes Marlborough Sauvignon Blanc and Provençal rosé. The first two Sauvignon Blanc vintages received 90-point ratings from Wine Spectator and were associated with a Top 100 wines in the world recognition, giving the partnership credibility within the international wine market as well as strong consumer visibility. Invivo has also experimented with products outside its principal premium wine lines. Earlier offerings included Belle, a lower-calorie and lower-alcohol Sauvignon Blanc and rosé range at 9% alcohol by volume, and Scarlett’s Spritzer, a sparkling drink range infused with natural fruit. In 2021, Invivo became the first New Zealand wine company reported to have launched a non-fungible token, selling its first NFT shortly after launch for 0.08 ETH. Together, these initiatives reflect a company that uses product extensions, entertainment partnerships, digital experimentation, and unconventional capital raising to broaden the reach of a New Zealand wine business.

Invivo Wines began in 2007 when winemaker Rob Cameron and Tim Lightbourne, who had known one another since school, developed the idea of creating a more accessible and less conventional New Zealand wine company. The business is based at the historic Te Kauwhata winery south of Auckland, while its production is associated with major New Zealand wine regions such as Marlborough and Central Otago. From the outset, Invivo sought to make wine communication less formal and less dependent on traditional specialist language. The company’s marketing emphasized sociability, humor, and direct appeal to casual drinkers. This approach earned the business the 2009 New Zealand Innovation in Wine Marketing Trophy and became an important part of its identity. A major turning point came through the company’s relationship with Graham Norton. After Invivo learned that the television personality enjoyed its Sauvignon Blanc, the company sent him wine to try. The relationship developed into a commercial partnership, with Graham Norton's Own launching in 2015 through a Marlborough Sauvignon Blanc. Norton became involved in the annual blending process and also became a minority shareholder. The range subsequently expanded to include New Zealand Sauvignon Blanc and rosé, South Australian Shiraz, an Argentinean red blend, Italian DOC Prosecco and rosé Prosecco, and Irish-style gin products. Invivo also pursued unconventional financing. In March 2015, it raised NZD 2 million in equity crowdfunding through Snowball Effect, reportedly becoming the first New Zealand company to raise the maximum amount permitted under the country’s rules at that time. Further crowdfunding brought the reported total to NZD 4.4 million by 2018, when the company was described as the largest equity-crowdfunded company in the Southern Hemisphere. The company broadened its celebrity-led strategy in 2019 by partnering with Sarah Jessica Parker. The Invivo X, SJP range began with Marlborough Sauvignon Blanc and Provençal rosé. Unlike a purely promotional celebrity label, the partnership involved Parker in the development and presentation of the wines. The Sauvignon Blanc achieved 90-point Wine Spectator ratings for its first two vintages and was associated with a Top 100 wines recognition. The global launch won two trophies at the 2020 New Zealand Marketing Awards. Invivo’s wider portfolio has included a higher-tier Michelle’s range, the Belle low-calorie and lower-alcohol label, and Scarlett’s Spritzer sparkling drinks made with natural fruit infusions. The company has also continued to test new forms of consumer engagement. In 2021, it became the first New Zealand wine company reported to launch a non-fungible token, selling its first NFT shortly after launch for 0.08 ETH. Invivo’s development therefore combines conventional wine production with brand partnerships, alternative fundraising, product experimentation, and digital marketing.

• 2021

  NFT launch

  [1]Invivo Winesen.wikipedia.org

  Invivo launches an NFT and sells its first token shortly afterward for 0.08 ETH.

• 2020

  Invivo X, SJP launch wins marketing awards

  [1]Invivo Winesen.wikipedia.org

  The global launch campaign receives two New Zealand Marketing Awards trophies.

• 2019

  Invivo X, SJP partnership begins

  [1]Invivo Winesen.wikipedia.org

  Invivo partners with Sarah Jessica Parker on a wine range beginning with Sauvignon Blanc and Provençal rosé.

• 2018

  Crowdfunding total reaches NZD 4.4 million

  [1]Invivo Winesen.wikipedia.org

  Invivo is described as the largest equity-crowdfunded company in the Southern Hemisphere at that time.

• 2015

  First equity-crowdfunding round

  [1]Invivo Winesen.wikipedia.org

  Invivo raises NZD 2 million through Snowball Effect equity crowdfunding.

• 2015

  Graham Norton's Own launches

  [1]Invivo Winesen.wikipedia.org

  The first Graham Norton's Own wine, a Marlborough Sauvignon Blanc, is introduced.

• 2009

  Marketing innovation award

  [1]Invivo Winesen.wikipedia.org

  Invivo receives the New Zealand Innovation in Wine Marketing Trophy.

• 2007

  Invivo is founded

  [1]Invivo Winesen.wikipedia.org

  Rob Cameron and Tim Lightbourne establish Invivo Wines as a New Zealand wine venture.

Approachable, irreverent, partnership-led wine and drinks brand that combines New Zealand winemaking with accessible products, celebrity collaboration, and unconventional marketing.

• Core wine range · 2007

  Invivo

  The main Invivo label covers New Zealand Sauvignon Blanc, Pinot Gris, Chardonnay, and Pinot Noir. The wines are associated with Marlborough and Central Otago, and the portfolio also includes a higher-tier range carrying the Michelle’s label. Marlborough Sauvignon Blanc is a particularly prominent product in the range and won Winestates Sauvignon Blanc of the Year in 2020.

• Celebrity wine and spirits range · 2015

  Graham Norton's Own

  Created with broadcaster Graham Norton, this range began with a New Zealand Marlborough Sauvignon Blanc and expanded into New Zealand rosé, South Australian Shiraz, an Argentinean He-Devil Red Blend, Italian DOC Prosecco, DOC rosé Prosecco, and two gins. Norton participates in annual blending and is a minority shareholder in Invivo.

• Celebrity wine range · 2019

  Invivo X, SJP

  Invivo X, SJP is the Sarah Jessica Parker collaboration. Its initial wines were a Marlborough Sauvignon Blanc and a Provençal rosé. The Sauvignon Blanc earned 90-point Wine Spectator ratings for its first two vintages and gained international attention through the partnership’s award-winning launch.

• Low-alcohol wine

  Belle

  Belle was a previous Invivo label focused on lower-calorie and lower-alcohol Sauvignon Blanc and rosé wines. The wines were reported at 9% alcohol by volume.

• Sparkling fruit drink

  Scarlett's Spritzer

  Scarlett’s Spritzer was a previous range of sparkling drinks made with natural fruit infusions. Its current availability is not established in the supplied sources.

• 2020Invivo X, SJP global launch

  International

  Invivo promoted its Sarah Jessica Parker collaboration through a global launch combining celebrity partnership, wine storytelling, and accessible brand communication.

  Outcome. The launch received two trophies at the 2020 New Zealand Marketing Awards.

  Source
• 2009Invivo innovation-in-wine-marketing program

  New Zealand

  Invivo used an unconventional, less formal approach to wine marketing designed to appeal to casual drinkers.

  Outcome. The approach won the New Zealand Innovation in Wine Marketing Trophy.

  Source

• 2021

  Experiment with NFTsOther

  Background

  Invivo explored a digital ownership and marketing format that was still unusual among wine producers.

  Action taken

  The company launched an NFT and sold its first token two days later for 0.08 ETH.

  Aftermath

  The launch was reported as the first NFT issued by a New Zealand wine company.

  First NFT sale. 0.08 ETH (2021)

  Source

• 2019

  Launch the Invivo X, SJP rangeProduct launch

  Background

  Invivo aimed to extend its celebrity-partnership model after developing the Graham Norton's Own portfolio.

  Action taken

  Invivo partnered with Sarah Jessica Parker to produce Marlborough Sauvignon Blanc and Provençal rosé.

  Aftermath

  The Sauvignon Blanc received strong Wine Spectator ratings, and the global launch later won two New Zealand Marketing Awards trophies.

  Source

• 2015

  Use equity crowdfunding to finance growthStrategy

  Background

  Invivo sought growth capital while operating outside the conventional model of a privately financed wine company.

  Action taken

  The company raised NZD 2 million through the Snowball Effect equity-crowdfunding platform, reportedly the maximum permitted under New Zealand regulations at the time.

  Aftermath

  Additional rounds brought reported cumulative equity crowdfunding to NZD 4.4 million by 2018.

  Equity crowdfunding raised. NZD 2 million in the 2015 round; NZD 4.4 million cumulatively by 2018 (2015-2018)

  Source

1. 1Invivo Winesen.wikipedia.org
2. 2Invivo Wines official websiteinvivowines.com