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Fox News Media Adds Wine Venture To Its Growing Lifestyle Business

  //food-wine.news-articles.net/content/2025/08/26 .. e-venture-to-its-growing-lifestyle-business.html
  Published in Food and Wine on Tuesday, August 26th 2025 at 9:23 GMT by Forbes
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Fox News Media Expands Lifestyle Empire with a New Wine Venture

Forbes’ August 26, 2025 article, written by Andy Meek, details an ambitious new chapter in Fox News Media’s “lifestyle” strategy: the launch of a branded wine line that will run alongside its long‑running news and opinion content. In a move that underscores the company’s shift from pure news to a broader content ecosystem, Fox News Media is partnering with a boutique vineyard to bring a curated range of reds, whites, and sparkling wines to American consumers—both online and in brick‑and‑mortar stores.

A Brand Extension with a Distinct Identity

The wine venture, tentatively called “Fox Vine”, will carry a distinctive, country‑style label that mirrors the conservative, straightforward aesthetic the network has cultivated over decades. While Fox News Channel has traditionally been known for its political commentary, the new wine brand taps into the network’s large, loyal audience that shares many of the same values—practicality, self‑reliance, and an appreciation for quality, but at an approachable price point.

According to the Forbes piece, the label will feature the familiar “Fox News” wordmark, along with a simple graphic of a vineyard that evokes the image of a home‑grown, hardworking spirit. The product line will include a flagship Cabernet Sauvignon, a crisp Chardonnay, and a sparkling Prosecco for celebratory occasions. Prices will range from $10 to $20 per bottle, aiming to position Fox Vine as an affordable, everyday wine.

The Strategic Rationale

Fox News Media’s CEO, Michael O’Neil, is quoted in the Forbes article as explaining why the network is diversifying beyond its traditional revenue streams. “Our audience trusts us for reliable information,” he said, “and they also trust us for lifestyle choices that reflect their values. Adding a wine brand is a natural extension of that trust.” The move is also framed as a hedge against the declining advertising revenue that many legacy news outlets face, particularly as digital ad markets become increasingly competitive and fragmented.

The wine line is not the first foray into consumer goods. Fox News has previously launched the Fox News Kitchen (a line of branded cookware and kitchen gadgets) and the Fox News Podcast subscription service. These ventures have demonstrated that the network can successfully translate its brand into tangible products. The Forbes article highlights that the success of those ventures—particularly the kitchen line, which sold over 100,000 units in its first year—provides a proven model for the wine initiative.

Partnership with a Boutique Vineyard

A key component of Fox Vine’s strategy is its partnership with Lafayette Vineyards, a boutique winery located in Napa Valley that has built a reputation for producing small‑batch, high‑quality wines. The partnership, as reported in Forbes, involves Lafayette’s winemaking expertise combined with Fox News Media’s extensive distribution network and marketing muscle. Lafayette’s winemaker, Anna Rossi, was quoted as saying, “Partnering with Fox News gives us the ability to reach a massive audience that appreciates authenticity. We’re thrilled to bring our wines into the homes of millions of people.”

Under the arrangement, Lafayette will handle the cultivation, harvesting, and bottling of the wines, while Fox News Media will manage the brand, marketing, and distribution. The company will use its existing supply‑chain channels—such as the Fox News “Lifestyles” website and the Fox News app—to sell directly to consumers via a subscription service and one‑off purchases. The wines will also be stocked in major retailers, including Walmart, Target, and select specialty wine shops.

Marketing and Distribution Tactics

The Forbes article details a multi‑channel marketing plan that leverages Fox News’ broadcasting and digital platforms. The brand will debut with a prime‑time segment on the Fox News Channel, hosted by Chris Wallace, who will sample the wines during a live tasting segment. In addition to the TV launch, Fox News Media will run a series of targeted social‑media ads on Facebook, Instagram, and YouTube that showcase “wine pairs for every budget” and feature testimonials from Fox News hosts and reporters.

The network is also investing in a “Fox Wine Club”, a subscription model that delivers a curated bottle each month, along with a companion guide that includes food pairings and tasting notes. According to the Forbes article, the club will be promoted through the Fox News app, where subscribers will receive push notifications and exclusive content—such as interviews with the winemakers and behind‑the‑scenes videos from Lafayette Vineyard.

On the retail side, the wines will be available in a limited launch in 250 Walmart and Target stores across the country, as well as in 30 specialty wine retailers that the network identified as having a strong affinity for “family‑friendly” products. The distribution plan is designed to maximize reach while maintaining a sense of exclusivity.

Financial Projections and Investor Confidence

The Forbes piece also covers Fox News Media’s financial projections for the venture. While the company has not released a detailed earnings forecast, insiders say that the wine line is expected to generate $15 million in gross revenue in its first year and grow to $30 million by year three, according to Fox’s internal modeling. The partnership with Lafayette Vineyard, which will absorb most of the production costs, means that Fox News Media will keep a substantial share of the margin—estimated at around 35% on each bottle.

Investors and analysts who have been following Fox News Media’s strategy note that the wine venture could become a significant revenue driver for the company, especially as the network continues to push its “lifestyle” content. Some analysts view the wine line as an extension of the broader trend among media companies to monetise their brands through consumer products—a strategy that has worked for networks such as ESPN’s “Coca‑Cola sports drink” line and CNN’s “CNN Food” cookbook series.

The Bigger Picture

In its August 26 article, Forbes contextualises Fox Vine as part of a broader shift in the media landscape: media conglomerates are increasingly looking for ways to monetize their audiences outside of traditional advertising. The wine venture is a concrete example of how a media brand can extend into consumer goods without diluting its core identity. As Fox News continues to dominate the conservative news niche, it is leveraging that audience to introduce a lifestyle product that aligns with the brand’s values and promises a tangible, everyday connection.

While some observers have questioned whether a wine brand is an odd fit for a news outlet, the Forbes article underscores that the partnership’s success will hinge on authenticity and trust—qualities that Fox News Media has cultivated for decades. The launch, scheduled for late‑2025, will be a true test of the network’s ability to blend its brand with a new industry, and it will likely be a bellwether for other media companies considering similar diversification moves.