Issa Rae’s Brand New Prosecco, Viarae, Is More Than a Wine—It’s a Whole Damn Lifestyle

By now, you’ve seen Issa Rae‘s brand new Prosecco, Viarae, nearly everywhere—except, probably, where you want to most: on your bar cart. The sparkling white wine has been consistently sold out since it launched on October 16, and I get it. I popped my bottle open in the Cosmo offices and drank it warm (!) with a bunch of colleagues. The consensus? The shit is good. And lest you forget, we happen to know a lil somethin’ about quality alcohol. So it makes sense that in the rare moments Viarae *is* finally back on shelves, folks are snatching up bottles like they’re toilet paper in March 2020. The last time I remember an Issa-induced frenzy like this was, well, when we, as a people and a culture, experienced the collective trauma that was Condola telling Lawrence that she was pregnant at the end of Insecure season 4 (yes, I am still low-key bitter).

Girls’ nights have toasted in boozy bliss. Wedding GRWMs have featured the sexy-as-hell chocolate and gold bottle. High-profile fashion events have had Viarae on ice. Basically, any and all functions—whether it be from birthdays to babies to even breakups—have been flowing with Viarae. And that was the whole point.

“If Viarae can be a part of people’s moments, then that’s exactly what it was created for,” Issa told Cosmopolitan. “I wanted it to feel like it’s been a part of people’s lives and it will be here for years to come. And I wanted it to also just feel almost nostalgic in a way, too.”

“For celebrating our moments” isn’t just one of the brand’s mantras, it’s a directive from—and for—the “Me Season” queen herself, who admittedly struggles to relish in her (countless, numerous, very much many) wins.

“I’ve been saying that I rarely celebrate myself and the things that I’ve been able to accomplish because I’m just so head down all the time,” said Issa. “It’s just like, ‘What’s next? What’s next? What’s next?’ Prosecco has allowed me to embrace and enjoy myself and my personal wins. I sometimes feel like it’s wrong to do that or it’s premature to do that.”

But there was nothing premature about this one. So after Viarae had been in the world for just over a week, I caught up with the former Cosmo cover girl to, in the immortal words of Drake, drink to her accomplishments. And to, you know, see how she was feeling about her latest one. Below, we talk The Viarae Lifestyle™️, navigating an often-exclusive wine industry, Issa’s fave Prosecco cocktails and pairings (frozen Trader Joe’s items may or may not have been rec’d), her auntie name, and more. Cheers, friends, to yet another Issa Rae cultural reset 🥂.

I’m sitting here with my glass of Viarae—congrats on launching your very first wine! It’s been really well received. Were you expecting such a strong response or were you completely taken aback?

Completely taken aback. I hoped people would try it and enjoy it, but I didn’t think about TikTok reviews or those kind of things. If I did, I would have been horrified. So I’m kind of glad it happened the way it did. I love watching the videos that people tag me in, whether they’re toasting with friends, or one woman was enjoying it with her child in the background, like, ‘This is mommy juice.’ The girls nights that I’ve been tagged in have really made me happy.

Certain alcohols evoke ideas of specific lifestyles, like Ace of Spades gives opulence. You’re really thoughtful when it comes to imagery and vibe curation. What type of lifestyle did you want to evoke with Viarae?

Approachably luxurious. I liked the idea of you might have a down-to-earth life, but you have times you wanna turn up a lil bit. And that might be with friends or family or on your own—it’s this moment of treating yourself, not being inhibited, and enjoying the finer things. To me, that Viarae lifestyle is like, when we go out, we’re gonna go all out, and then when you’re in, you’re taking care of yourself and being your best self.

I think that level of approachability is important, especially in the wine industry that can often feel intimidating.

It can be intimidating, like you have to be a wine expert and your palate has to be refined to enjoy certain things. Sometimes it’s like, I just like it, and I like who I am when I’m drinking this. And to me, that was important. Nobody was going to look to me as a wine expert, but I am someone who has been vocal about loving Prosecco, specifically, because it’s associated with so many of my favorites moments in life. And because I like to have a good time. I also like to work hard, but when I’m having a good time, I’m really having a good time and I’m unapologetic about that. I hope people feel the same while while drinking it.

There are only a handful of Black women owned wine brands, too. What’s it been like navigating this space?

I’m very much acknowledging that I’m a novice in this space, and that there are other people that came before me. I had an amazing conversation with one of the McBride sisters [of Black Girl Magic Wines] this past week, and she was kind of giving me the layout of the land. I’m coming to another wine shop owner, a Black woman in New York, who bought out her own wine shop from previous owners. There are so many people in this space actually doing the work and actually carving out a name. I hope that I’m able to live on and also, just by being so visible, that other people will be prompted to learn about who’s already doing it and doing it better.

Going back to Prosecco being associated with some of your favorite life moments, you first learned more about it during a meeting with Malina Matsoukas, right?

Yeah, it was a dinner. Right before she was going to officially start Insecure as our pilot director. That’s such a core memory and core experience. It just felt right. Literally, from that moment on, Prosecco was my drink of choice.

I can understand why, especially learning about it in that moment right before life went a whole new direction.

Sitting there with [Malina] for that moment, I didn’t realize how much my life was gonna change prior to that meeting. There have been so many moments where I’ve toasted and it’s like this might be an opportunity to change my life, or things might be the same, but I’m enjoying this moment now. And that’s okay. Literally in toasting you are celebrating something—whether it’s the year it took to get this pilot or to find this director and make it, or the downtime that I have after a long stressful week.

Are there any recent moments in your life you wish you had a bottle of Viarae to celebrate with?

Oh! My niece was just born August 21. And if I could have brought a bottle of Viarae for my sister in the hospital bed, I would have been like, ‘Let’s toast up! You popped her out! You did it!’ Easily. And she was for sure ready for a bottle. She went to Beyoncé like five days later.

That is goals.

*laughs* It is dedication. But yeah, that’s one moment where I wish I had it. ‘Cus my mom—well she doesn’t really drink, but it would have been nice to toast with her. I will make her drink and peer pressure her. I haven’t had Viarae yet with my family, so Thanksgiving is going to be very special.

Aww, definitely. Is this your first niece too?

No, this is my second niece, but my first from my sister. My first niece is from my older brother. She was kind of an unfriendly baby. But I’m sensing this one has squad vibes.

Aunties do know best! Speaking of, what’s your auntie name?

They call me Tauntie Joey. My name is Jo-Issa, and we have so many Issas in our family, so I am Tauntie Joey. Taunt is French for aunt and our family has some French.

I’m a sucker for a quality auntie name. Let’s say you’re home and you’re cooking dinner to go with your Prosecco. Whatchu whipping up? What’s on the stove?

I am whipping up cacio e pepe. I just had it for the first time. It’s so simple and outstanding. I might be basic add a lil shrimp to it because I think Prosecco goes really well with seafood. But If I’m being pure, I’m gonna say just a cacio e pepe.

Where’d you have it for the first time?

At this restaurant in Italy when we were out there in Rome. We shot the launch video on the Amalfi Coast, that was my first time there. I was like, ‘Oh, I have to have a pasta when I’m out here.’ I tried it and I was like, this is just so good. It is delicious.

It is perfection. If you ever want a really lazy version though, get the Trader Joe’s cacio e pepe. It is definitely *not* from Italy, but TJ did do his big one with it.

Is it in the frozen section?

Yeah! You just throw it in a skillet and add a couple tablespoons of water. Then let it do its thing.

Say. Absolutely. Less. I’m there tomorrow. I’m absolutely doing that.

Okay, any cocktail suggestions you have to go with Viarae? I know you and Issa Dee loved a lil whiskey or vodka top off on a Prosecco glass, but any anything else?

I’m a French 75 girl. I’m also a Prosecco and vodka girl. That was my cocktail for a while. There’s this rosemary, vodka, and Prosecco cocktail that I had at a hotel in Palm Springs that I’ve been trying to replicate forever, and I have not been able to do that. I have to go all the way to Palm Springs to go get it. I want the recipe, so that’s my mission.

Ooo, that sounds delightful. Seeing you enter the lifestyle space has been so fun! What else do you hope to do on this side?

I think there’s something alluring about literally telling stories around Viarae—it’s sexy, it’s romantic, it’s fun. So even in presenting it, I want to portray that. I’m not forcing anything, but specifically as a storyteller, that’s what excites me the most. I’m still piecing it together, but it’s inspired me.

Rap Sh!t season 2 is out on November 9. Will you be popping a bottle in celebration?

Yes! I will definitely be toasting to that. It is a roller coaster of a season. I think every episode is great, but once you get to 5 and 6, you’re locked in.

Okay, last question: Are you gonna make having your own wine a cheeky little personality trait? Like, are you going to bring it to award shows and premieres and fashion weeks?

I’m sorry to say that I will be that girl. You’re gonna have to pry it out of my cold dead hands.

I fully expect to see it on your hip on every red carpet. Just go ahead and put a little chain strap around it.

*laughs* I should make it a lil purse. That’s a good idea.

This interview has been lightly edited for length and clarity.