Side hustles have infiltrated the bottle shop. Celebrity wine projects bring bold-faced names from sports, music, television and more to retail shelves — and the results are mixed.
Some celebrity wines seem more focused on lining investors’ pockets than impressing palates. Others demonstrate a star’s deep passion for agriculture or oenology. Whether each one delivers depends on how it’s made, and if quality or profitability is its raison d’être. In any business, including wine, those two motivations are not mutually exclusive.