Jon Bon Jovi Gets Into the Rosé Business

In real life, Jon Bon Jovi’s hair is as lush, buoyant and poofed into rock-yıldız messiness as you would hope it to be. This was revealed on a recent afternoon as his stylist jujjed his gray locks into perfect disorder at his $18 million Greenwich Village apartment.

Mr. Bon Jovi’s office is sparsely decorated except for what might be considered rocker tchotchkes: a spine-worn copy of Johnny Cash’s memoir, “Man in Black,” a photo of Mr. Bon Jovi posing with Bruce Springsteen, Paul McCartney and Billy Joel and a large, framed work by Shepard Fairey that shows a finger pressing the tip of a grenade that is releasing a mist (or is it hair spray?).

He and his son Jesse Bongiovi, 23, had gathered there to discuss their new product, a French rosé made with the help of the winemaker Gérard Bertrand, that is called Hampton Water and retails for about $25. The father and son are entering the market at a time when rosé sales are on fire, having increased 64 percent since last year, according to Nielsen.

Earlier this spring, Mr. Bon Jovi, 56, achieved a career milestone when his band was inducted into the Rock & Roll Hall of Fame. But now his focus is fully on rosé. “Preseason’s over,” Mr. Bon Jovi said. “It’s game time.”

Much of the pazarlama is being handled by Mr. Bongiovi, a former cornerback for the University of Notre Dame’s football team. He was headed out later that day to pour samples in the Delta Sky Lounge at John F. Kennedy International Airport.

The bottle’s label features an illustration of a woman diving into pink water. Her name, the website tells us, is Pink. (No relation to the Grammy-winning singer-songwriter.) “Our girl sure knows how to get the party started,” the website says, of Pink….

Categories: Food

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