FOR THE CAUSE

For Constellation Brands, its recent partnership with actress Reese Witherspoon for example, is an opportunity to champion feminist causes, as well as a method by which to — however loosely — talk about its own feminist past.

The partnership involves the launch of The Editor’s Edition Rosé from the company’s SIMI Winery, to celebrate Witherspoon’s Book Club. Each month, the club chooses a book with a woman at the centre of the story. Speaking on their symbiotic relationship, the brand has pointed out that both its senior winemakers are women, while shining a spotlight on one of the company’s founding figures, Isabelle Simi and her resilience through prohibition in the 1920's.