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Raise A Glass To Issa Rae: Prosecco, Profit, And The Power Of Diversified Success
Career & Money

Raise A Glass To Issa Rae: Prosecco, Profit, And The Power Of Diversified Success

Issa Rae is the blueprint.

As if the multi-hyphenate media mogul couldn’t add any more credentials to her already extensive resume, the Insecure creator has now entered the spirits industry with her new Prosecco line in partnership with E. & J. Gallo Winery, Viarae.


For years, this bubbly Italian wine has maintained a supporting role in the storyline within Rae’s universe. From being the drink of choice for the show’s lead character of Insecure, Issa Dee, to making special appearances during her A Sip series, it’s safe to say that you can’t indulge in Prosecco without thinking of Issa Rae.

Issa Rae, creator and founder, Viarae Prosecco

Courtesy of Viarae

In her October cover story interview withLos Angeles Magazine, Rae shared her hopes to take the stuffiness out of wine drinking and create a brand that makes luxury more approachable. "[Prosecco] just felt not as stuffy as Champagne, which I couldn't afford at the time. And it just felt approachably luxurious, which is how I like to think I live my life."

The Barbie star understands the power of her congeniality, which contributes to the success of her many endeavors. Fans and customers alike know that whether they’re tuning into her shows or picking up her Prosecco, they’re buying into the Issa Rae brand and community-driven pursuits, and truth be told, she can take all our coins.

Her Viarae Prosecco partnership is just one of the many entrepreneurial endeavors that Rae has launched on the tail of her meteoric rise.

The 38-year-old entrepreneur is one of the partners at Hilltop Coffee + Kitchen, a chain originally rooted in the heart of South Los Angeles, is the owner of the production company Hoorae, along with her record label, Raedio, has starred in hit films like Barbie and Spider-Man: Across the Spider-Verse, and recently been named as the creative director for the 2024 American Black Film Festival — just to name a few.

During an interview with Billboard, the writer shared that her secret is all about having multiple streams of income. “I always say that I model myself after Diddy, Ellen [DeGeneres], and Oprah: Oprah for being able to diversify her businesses and being a major influencer in that way; Ellen for being able to make a business out of being herself; and Diddy for his business acumen in expanding beyond hip-hop. I’ve looked to them in terms of ways to make my own imprint,” Rae told the publication.

Being entrepreneurial and scrappy is a personal acumen that Rae accredits the internet for. “It comes from being on the internet. When I just wanted to put out some s**t that I had written, and then being forced to market it and then build a team around it and then having ideas about promoting it.”

"I always say that I model myself after Diddy, Ellen, and Oprah: Oprah for being able to diversify her businesses and being a major influencer in that way; Ellen for being able to make a business out of being herself; and Diddy for his business acumen in expanding beyond hip-hop. I’ve looked to them in terms of ways to make my own imprint."

Viarae Prosecco, a bright, crisp, lively, and refreshingly refined take on the classic Italian sparkling wine.

Courtesy of Viarae

In a 2020 Bustle interview with author and journalist Elaine Welteroth, Rae was clear that while she has achieved a great deal of success in her career, she was only just beginning. “Every single time you do something, there’s a moving goalpost. I still feel like I have so much more to do and so much more to prove,” she said. “To the point of competing, I guess, with myself or with some invisible being just ahead of me, I don’t feel any impact yet. And a lot of that comes with time. Yes, 2007 was 13 years ago, but [it] feels like it’s been two years. I’m like, 'I need more time.'”

Watching Rae soar as a serial entrepreneur, it’s evident that it’s Issa vs. Issa, and the bar just keeps rising — it makes you wonder what can’t she do and what will she do next, all at the same time.

In her October interview with WineEnthusiast, she shared her plans for the future, “I think if people f*ck with this, then absolutely, I would love to expand!” she said. In Issa’s world, lifestyle is king, and her mission is clear. “I want to tell stories around that lifestyle.”

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Featured image by Arturo Holmes/Getty Images

 

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