Oscar- and Grammy-winning rapper Common has moved into the wine business with Jefferey Park, a limited-edition Pinot Noir named after a park near the Chicago streets where he grew up.
Main photo: Steven Pisano / Wikimedia Commons, CC BY 2.0
The launch, reported by theGrio on Saturday, sees the artist team up with Argentinian winemaker Karim Mussi on a 2024 Pinot Noir made in Argentina’s Valle de Uco.
From Chicago park to Argentine vineyard
The wine takes its name from a park about three miles from Common’s childhood home. He says it is meant to capture the sense of community and togetherness he remembers from growing up in the city.
It is made from Pinot Noir grapes grown on 27-year-old clone 777 vines, fermented with native Argentine yeasts and aged for more than a year.
Priced for working people
The bottle is on sale through the delivery app Gopuff in selected areas at US$19.99, and through the retailer BevMo! at US$29.99 plus tax.
Common has framed the price as a deliberate choice. His aim, he said, is to offer joyful and creative products while opening up high-quality experiences to ordinary working people who might otherwise be priced out.
Why it matters
Common joins a growing list of Black hip-hop figures, including Snoop Dogg, Jay-Z and E-40, who have moved into wine and spirits, an industry where Black ownership and visibility have historically been low.
Each high-profile launch helps chip away at the idea that fine wine belongs to a narrow, exclusive world. By tying his first bottle to a Chicago neighbourhood park and pitching it at an accessible price, Common is making a pointed statement about who wine is for, one that will resonate with Black consumers and entrepreneurs across the diaspora.
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