In the world of wine, it’s rare to find a brand that boldly charts its own course, blending innovation with a hint of audacity. Yet, that’s precisely what Invivo has done since its inception. Co-founded by two childhood friends from New Zealand, Invivo’s journey is a testament to resilience, creativity, and the power of collaboration.
The story of Invivo didn’t begin in a vineyard but rather on a sports field at Auckland Grammar School in New Zealand. It was here that Rob Cameron, Invivo Founder & Chief Winemaker, and Tim Lightbourne, Invivo Founder & Director, met at the age of 14. They played on the same sports team and forged a friendship that would endure across continents and careers. Tim’s career spanned global FMCG and luxury brands like Groupe Danone, L’Oreal, and HJ Heinz, while Rob pursued his passion as a classically trained winemaker. Along the way, Tim and Rob made it a priority to keep in touch and in 2006, fate reunited them in Europe.
They met up for a drink at a London pub, and as the evening wore on, the conversation turned from reminiscing about old times to dreaming about the future. It was in that pub, over a couple of pints, that the idea for Invivo was born. Together, the two were determined to tell a different story in the world of wine.
“The industry was saturated with brands steeped in generations of tradition, focused on soil and acidity, but we wanted to cut through the noise with an innovative approach, injecting creativity and fun into our brand,” said Lightbourne. “We weren’t interested in following the well-trodden path; we wanted to carve out our own niche”
The plan was simple but ambitious. Over the next six months, in 2007, they meticulously crafted a business plan, pooled together what little money they had, and set out to turn their dream into reality. In 2008, the pair launched their first wine and although the journey wasn’t always an easy one, they’ve carved out a space for themselves in an undeniably competitive industry. And as they say, the rest is history. But in the case of Invivo X, SJP, it just so happens to be history in the making.
A Star-Studded Pairing
One of the brand’s most significant milestones has been its partnership with Sarah Jessica Parker. After seeing success in the UK, Ireland, and New Zealand with UK talk show host Graham Norton, Tim and Rob wanted to replicate the model in the U.S. It didn’t take long before they determined Sarah Jessica Parker as the ideal partner and reached out to her agent.
Although she was a wine lover, Sarah Jessica wasn’t necessarily looking to get into the wine industry. Initially, she didn’t think she knew enough about the process to be involved but Tim and Rob convinced her that wine is not just for the rarefied few or the knowledgeable connoisseurs. The opportunity piqued Sarah Jessica’s curiosity, leading her to say yes to this joint venture and wanting to be hands-on.
“I’m fully involved in every business that I attach my name to, and I couldn’t move forward without treating this the same way. Knowing the operation inside out is what I find to be most exciting and informative,” said Parker. “Tim and Rob have been excellent teachers and let me ask far too many questions — and I think we’re all better for it.”
When Tim and Rob first met Sarah Jessica in New York, they instantly clicked. From blending and tasting the wines with them each year to working on the label and meeting buyers, she was all in with the Invivo X, SJP brand and its mission. Tim and Rob are so grateful for the ways in which Sarah Jessica has been a phenomenal partner, bringing her business acumen, star power, and genuine passion for wine to the table.
Together, the team has successfully launched Invivo X, SJP, a range of wines that reflect both Sarah Jessica’s tastes and Invivo’s winemaking expertise. Their Sauvignon Blanc, the original hero of the brand’s collection, has evolved to include unique techniques, resulting in a wine that Sarah Jessica absolutely loves.
“Usually, Sauvignon Blanc from this area is pitched high (in terms of acidity) and very architectural but we went rogue and broke a few rules in that first blending,” said Parker. “The final result was beautifully balanced and, in my opinion, much more pronounced in flavor than similar wines. I was immediately mad for it.”
Their French Rosé and newly released New Zealand Pinot Noir have also been well-received, each crafted with the same attention to detail and quality. The French Rosé is classically Provincial in style. It’s a delicate pale pink color, dry, and has subtle strawberry notes. It’s everything you want in a dry rosé and consumers love that pairs perfectly with any kind of food. The Pinot Noir is from Marlborough’s cool southern valleys, with a small amount of fruit from Central Otago to add depth and complexity, followed by eleven months in French oak barrels. It is fruit-forward but has a great structure, too. Think of lots of dark cherry notes with leather and holiday spices.
“I always say that our wines can be taken seriously, as demonstrated through our consistently high scores, but are seriously fun! It’s important for us to thoughtfully add wines into our collection that align with who we are and our overarching vision,” said Cameron.
Invivo’s Layers of Unique Appeal
What sets Invivo apart isn’t just the quality of the wine but the way in which the brand connects with its audience. Their content-rich, non-traditional marketing strategy resonates with younger wine drinkers who appreciate how Invivo X, SJP makes the wine industry more accessible and fun. The brand has played in the NFT and crypto space, and its crowdfunding efforts have turned Invivo into a “tribe” winery, with a loyal community of supporters.
Invivo consistently receives high scores and has been named in the Top 100 lists of the world’s best wines. But what really drives the brand is the connection they’ve built with consumers. People appreciate seeing the behind-the-scenes blending sessions with Sarah Jessica, knowing that she’s genuinely involved in every aspect of the brand. They value the authenticity of the inception story that involves starting with nothing that led to creating something that is greater than the sum of its parts.
However, it wasn’t always easy. During the early years, Invivo barely survived by doing tastings in any store across New Zealand that would have them, just to get another order. But those challenges only made them more resilient. The team learned to be scrappy, to innovate, and to punch above their weight—a Kiwi trait that has served them well on the global stage.
“There are challenges in every business, and the wine industry is no different. There are many factors that are out of your control, including the quality of the grapes from season to season. It can be hard to arrive at a final blend that everyone can get behind,” stated Parker. “That being said, the most fulfilling part would be producing wine that I truly love and getting to share that with my family, friends and customers around the globe.”
In the end, perseverance paid off. Tim and Rob have earned respect in the industry, not through tradition but through a willingness to challenge the status quo. The Invivo X, SJP team have done things that few other wineries would dare to try and it’s proven to be effective.
Cheers to a Bold and Bright Future
Invivo is derived from the Latin phrase “in life,” reflecting the team’s desire for their wines to be part of life’s celebrations and quiet moments alike. And as they continue to expand, Invivo X, SJP remains focused on maintaining the quality and authenticity that have become the brand’s trademarks. As the fastest-growing premium New Zealand Sauvignon Blanc in the U.S., they are excited to see where this momentum takes them. With a commitment to continuing their innovative approach, Tim, Rob and Sarah Jessica are always looking for new ways to engage with their audience while pushing the boundaries of what’s possible in the wine industry.
New Zealand may be a small country at the bottom of the world, but Tim and Rob have shown that with creativity, resilience, and a bit of Kiwi ingenuity, anything is possible. From a London pub to global success, the journey of Invivo X, SJP is just getting started. And with Sarah Jessica Parker on their side, the possibilities are limitless. Consumers should be very excited to see what the future holds as this powerhouse trio continues sharing their wines — and their story — with the world one bottle at a time.
Visit the Invivo X, SJP, official site to learn more about these award-winning wines and where to purchase them.
