With over 80 million records sold, numerous accolades and a legacy built on hard work and resilience, she continues to inspire across generations. Now, she brings her signature charm and intuition to another world entirely: wine. And not just as a name on a label, but as an involved and passionate voice behind one of the most successful celebrity wine launches to date. We met Kylie Minogue to speak about this newest chapter in her career, and how it intertwines with the same thoughtfulness, personal touch and flair that have defined her work for decades.
Kylie Minogue welcomes us into her signature bar with the grace of someone who has done this countless times before. Her warmth is immediate, and the moment the conversation shifts to her wine collection, her energy becomes unmistakably personal. This is not just another brand extension; it is a project that reflects care, curiosity and clear vision. ‘It was never just about putting my name on a label,’ she says. ‘That’s not my style. I wanted to do something that felt right, and I wanted to be proud of it.’
SETTE: When did the idea of launching a wine label first come up?
Kylie Minogue: It was around 2019. I was in Nashville at the time, working on music, and it was incredibly hot. I remember sitting down after a long day of writing, ordering a glass of rosé and just having that quiet moment. Something clicked. I thought, why not wine? It felt honest and joyful, not just another product. The connection came naturally. I’ve spent a lot of time in France, particularly in Provence, and I’ve always admired the culture and care around wine. So it made sense.
How involved are you in the process?
Very. I work closely with Paul Schaafsma and the team. We taste together, we brainstorm, we adjust. From the packaging to the blend, I’m there. In the beginning, I was nervous. I wasn’t sure how the wine world would receive me. But we’ve proven that what’s inside the bottle is the priority. We even launched the wine on my birthday, so every year we celebrate both milestones together. This year marks our fifth anniversary, which is incredibly special.
There are many celebrity wines out now. What sets yours apart?
I think it’s the level of care. This isn’t a seasonal launch. It’s a long-term commitment. We didn’t rush. We launched the rosé first because it felt right. It had to be light, elegant and something I’d genuinely drink. Then came the others. Everything has its own rhythm. There’s real winemaking behind this. And the response has been overwhelming.
Your rosé has become iconic very quickly. Why do you think it resonated so well?
Rosé has that feeling of celebration and a happy and fun time. It suits so many moments. We wanted ours to feel like summer in a glass, but not just for show. There’s substance behind it.
How do you balance wine with everything else you do?
I get a lot of support from Paul. That way, when I’m on the road, I’m still connected. I get updates, I do calls and I check in as often as I can. I love it and that’s probably why it doesn’t feel like extra work. It’s something I enjoy and it’s exciting to see it grow.
You’ve worked with so many different people in your career. How is working with Paul and the team different?
They’re amazing. Paul brings so much knowledge and energy. He understands the world of wine, but also how to make it approachable. We’re aligned on values and that’s rare. The success we’ve had together is extraordinary. We’ve sold over 20 million bottles in just five years. And in a market that’s actually declining.
Was there a learning curve?
I came in knowing what I liked, but the technical side was new. It’s been fascinating. Tasting sessions, learning about regions, ageing, bottling. It’s exciting because I continue to learn so much as we go forward.
How important was authenticity for you in building this label?
In today’s world authenticity is essential. You can’t fake it. People can tell. I care about what’s in the bottle and how we present it. I don’t want to be passive in anything I attach my name to. Otherwise, why would I do it? This wine is part of me and the attention to detail reflects that.
Let’s talk a little about your music. Does wine somehow complement your artistry?
In a way, yes. Both are about mood, feeling, creating an atmosphere. With music, you’re building a world with different notes, harmonies, push and pull, tension and release. The same can be said about wine. It’s like music and wine speak to each other.
What has surprised you most about the wine journey?
Honestly, how deeply people have connected with it. Especially the alcohol-free wines. I wanted our brand to be open and inclusive. More and more people are choosing not to drink alcohol and I wanted to make sure they felt welcomed. Our alcohol-free prosecco and limited edition rosé have been incredibly popular. Switzerland, in particular, has become one of our biggest markets.
And the wine goes on tour with you, doesn’t it?
Yes. We have a portable version of our signature bar that travels with us. It’s been to Madison Square Garden, Tokyo, LA. It’s part of the show now. Every stop we make, the wines are there. The bar has seen 33 countries and has become something fans love to engage with. It’s this little piece of home that moves with me.
Was there a specific moment when you thought, ‘yes, this is going to work’?
I think it was after the first rosé launched. We got incredible feedback, not just from fans but from the industry. We even got a nod of approval from Peter Gago, the chief winemaker at Penfolds. Then awards started coming in. That was the moment when I thought, this is real.
What song pairs best with a glass of your wine?
Ooh, that’s a great question. I’d probably go with the limited edition wine and play ‘Slow’. That feels like the right combination.
How do you see your audience evolving with you?
It’s beautiful. With songs like ‘Padam Padam’ and platforms like TikTok, a younger audience has discovered me. It’s opened doors I never expected. Music is changing, becoming shorter, more visual and I’ve got one foot in the old world and one in the new. I want to make songs that still stand on their own, not just fit a trend. But I love the way people connect now. It’s spontaneous and powerful.
What’s next for Kylie Minogue Wines?
We’re continuing to grow, but with care. We don’t want to overextend. Quality always comes first. We’ve just launched the Vintage Cuvée, which I’m very excited about. And there are a few things in the works that I can’t talk about yet, but they’re coming.
Outside of wine and music, how do you unwind?
I like quiet moments. A walk. Time with friends and family. A glass of wine, of course. Life doesn’t always have to be full speed.
Looking back, is there anything you’d tell your younger self?
Trust your instincts. And be kind to yourself. It’s easy to get caught up in perfection. But the real joy is in the process.
And finally, what does success mean to you now?
Success, to me, is creating something you believe in and doing it alongside people you trust. It’s also about feeling settled in who you are. I’ve never felt more like myself than now. I used to feel the pressure to constantly reinvent but these days I think less about changing and more about evolving. As an artist, I move through different phases but it’s always me. On stage now, I’m not performing a version of myself. I feel present and natural and that connection is what matters. When someone tells me they didn’t just watch, they felt something, that’s the real reward.
Kylie Minogue’s wine label may have started as a quiet passion, but it has grown into a reflection of her values: integrity, elegance and personal connection. It is not simply a product, but a gesture and a way to bring people together. And just like on stage, she continues to do it all with style.
– Interview by Dylan Lodise; Photos by Chloe Irving & OPPENHEIM; Cover Photo by Christian Vermaak
