The wildly successful career of lifestyle and media maven Martha Stewart has taken many twists and turns, beginning with a start in modeling that led to syndicated home and gardening shows, where she has taught viewers how to blend subtle elegance with practicality. Her branded products are snapped up by consumers, and in recent years she has collaborated with rapper Snoop Dogg—an unlikely relationship if ever there were one—on a number of projects. Earlier this year, Stewart made headlines again with the debut of “Martha’s Chard,” the result of her partnership with the popular Australian wine brand 19 Crimes. “I am thrilled to announce the launch of Martha’s Chard in partnership with 19 Crimes,” Stewart said in a statement. “The world didn’t need just another chardonnay, so I created one that is clean, crisp, and flavorful without being too heavy or oaky.”
Martha’s Chard is the first California chardonnay for 19 Crimes. Made of 100% chardonnay grapes sourced from vineyards in Monterey, Paso Robles, and Clarksburg, Martha’s Chard is approachable yet bold, which Stewart considers a reflection of her personality. Stewart says her decision to work with 19 Crimes came partly through her friendship with Snoop Dogg, who has created his own wines with 19 Crimes. “He’s a smart businessman and has had a successful partnership with 19 Crimes,” Stewart says of Dogg, “so when this idea came about, I was excited to pursue it. I think I can bring a new perspective to the brand and complement the existing portfolio well.”Stewart sees 19 Crimes as “a brand of firsts,” one that is “always looking to push boundaries. They were the first wine brand to use a black bottle, create collectible corks, and utilize augmented reality” on their labels, she says. “They are always looking to the future while honoring the past. Their ethos revolves around celebrating the human spirit, and that is what I am all about. To me, there was no better brand to partner with to create a chardonnay like no other and that represents me as a businesswoman and visionary.”
One of the goals behind the creation of Martha’s Chard was to shake up consumers’ perceptions of chardonnay. In particular, Stewart and 19 Crimes wanted to upend notions of the chardonnay category “as a dull varietal,” Stewart says. “I worked closely with the 19 Crimes team to craft something really unique. We had the opportunity to innovate and . . . wanted to create a chardonnay that doesn’t exist.” Stewart devoted substantial time with the 19 Crimes team to achieve that goal. “[I] have a direct link to 19 Crimes winemaker Michael Leven,” she says, “potentially to his dismay! We worked in tandem creating this chardonnay, and I was involved in every decision throughout the process. When presented with the final blend, I shared some edits and we shared both versions with consumers. Not to toot my own horn, but my version won out.” Perhaps it goes without saying that Stewart’s version is what you’ll taste when you buy Martha’s Chard in stores. It’s a wine “that has points of differentiation,” Stewart says. “It looks different, tastes different, and acts different” than other Chardonnays. Full-bodied and creamy with bright citrus notes of lemon and hints of melon, stone fruits, green apple, and butterscotch, Martha’s Chard has a crisp, refreshing finish. It “pairs perfectly with my delicious recipes or can be enjoyed on its own,” Stewart says. As for the future, the self-made icon whose thriving business empire made her a household name around the world says that “anything is possible” regarding additional vintages and further collaboration with Snoop Dogg. The duo might even make a wine together, Stewart says, so stay tuned.
