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Poured Intentions: Wine, IP, and Human Connection

By Drew Kastner

This year’s Copyright Society wine tasting drew (no pun intended) the largest turnout in more than two decades, and by all accounts, it was one of the most universally enjoyed to date. Held during the 2025 Annual Meeting, the tasting featured a thoughtfully curated selection from Stoller Family Estate in Oregon’s Willamette Valley. Attendees enjoyed a 2022 White Pinot Noir—easily the evening’s favorite—alongside a 2023 Willamette Valley Pinot Noir, a crisp 2024 Pinot Noir Rosé, and a nonvintage Brut Sparkling. Yet as memorable as the wines were, the real takeaway was something more enduring: how shared experiences over wine foster genuine connections.

As both an intellectual property attorney and a longtime wine enthusiast, I’ve come to appreciate how wine functions as more than a social lubricant. It’s a universal medium—one that transcends industries, cultures, and generations. Whether at a Copyright Society event or a client dinner, a well-chosen bottle can spark conversation, encourage reflection, and create an atmosphere in which relationships can flourish. In my own practice, I’ve made it a tradition to gift wine to clients each year. It’s a personal gesture, and also one that reflects the deep satisfaction I’ve found in watching those relationships evolve and strengthen over time.

Beyond its role in our personal and professional rituals, wine has also become a fascinating intersection of intellectual property and celebrity branding. Over the past decade, a growing number of public figures have launched or invested in wine labels. These ventures often serve as extensions of their personal brands, bridging entertainment, lifestyle, and consumer goods. From a legal perspective, these projects are rich with issues—trademark licensing, copyright-protected label art, and rights of publicity all come into play.

Some iconic celebrities place their identity front and center, building their wine brands around their name, image and story. Country legend Dolly Parton leans heavily on her celebrity when promoting Dolly Wines, even tying her 2025 release of a red wine back to her hit song “Jolene,” in which she sang about the mistress’s flaming locks of auburn hair. Wayne Gretzky’s namesake estate in Canada is centered entirely on his legacy, blending sports history with wine and hospitality. Snoop Dogg’s collaboration with 19 Crimes, although not a direct ownership venture, features his name, face, and even voice via augmented reality. Patti LaBelle is preparing to launch her own label as well. Known for her legendary music career and also for her longstanding success in the culinary world, LaBelle’s entry into wine feels like a natural extension of her brand. Her fans will likely find in her wines the same warmth, soul, and style she brings to her culinary skills and everything else she touches.

Other celebrity-backed brands take a subtler approach, channeling values or aesthetics rather than personal fame. Cameron Diaz’s Avaline focuses on clean, transparent winemaking practices, and while her hand is clearly behind the product, her name is rarely emphasized in the branding. Ryan Reynolds launched Ugly Estates with his signature humor and irreverence—but not his name—at the forefront. Carmelo Anthony co-founded VII(N) The Seventh Estate to reflect broader, more inclusive values, steering away from celebrity worship. Jon Bon Jovi’s Hampton Water evokes seaside luxury more than rock-and-roll heritage, with his son often representing the brand publicly.

The choice between overt celebrity branding and a lifestyle-oriented model carries meaningful implications for intellectual property strategy. Brands that rely on name recognition benefit from immediate visibility and emotional resonance but require careful handling of licensing agreements, rights of publicity, and trademark protection. More understated ventures may offer greater creative flexibility and appeal to evolving consumer tastes, but they still depend on thoughtful brand identity development, protection of trade dress, and control over narrative and use. Whether loud or quiet, all of these brands depend on thoughtful use of trademarks, name-image-likeness rights, and copyrighted creative assets.

This evolution in branding aligns with a broader cultural shift in taste and tradition, one that is also evident in how we use wine in professional life. Early in my career, scotch or whiskey was the standard fare at firm events and celebratory dinners. Today, wine has largely supplanted those spirits, reflecting changing tastes and a more inclusive and approachable culture. Even non-alcoholic wines are increasingly common at gatherings, making it possible for more people to participate in the ritual and experience of a shared toast.

In the end, wine’s role in our work lives is about far more than taste. It’s about presence, attention, and connection. Whether raising a glass with clients, hosting a Society tasting, or analyzing the licensing terms behind a celebrity wine launch, we’re reminded that relationships are at the heart of what we do.

Next year in Kentucky, though, we may have to feature a bourbon rocks glass alongside our corkscrew—and I’m just fine with that.

About Drew Kastner:

Drew Kastner is an intellectual property attorney and wine enthusiast whose practice spans trademark and copyright licensing, brand strategy, and enforcement. He brings a practical perspective from years leading a trademark licensing division and serving as in-house IP counsel for major media and tech companies, including NBC and Lucent/Bell Labs. Drew represents clients across the sports, entertainment, and broadcast industries, including serving as IP and licensing counsel to the Mickey Mantle family and advising on anti-piracy efforts for major motion picture studios. He is a longtime member of the Copyright Society and enjoys any excuse to talk shop over a good glass of red.