AUSTIN, TX (February 26, 2024 ) -- Vinat, a startup making wine approachable for women, announced today the launch of their first line of wines, Valevino Skinny Dip Prosecco, Cha Cha Cha Red Blend, and Out of Office White Blend. The wines are available on www.drinkvinat.com in time for Women’s History Month. The wines are produced in Italy and Slovenia and are priced between $20 and $24 per bottle.

The founders, Sarah and Emily Mack, are sisters who were fed up with how unapproachable and confusing wine can be. Emily Mack, co-founder and COO, says, “Every time I would tell a friend I was starting a wine company, they would apologize to me for not knowing enough about wine. To me, this was crazy! People who drink beer don’t feel the need to know where the hops come from—why should wine be any different? We’ve become really determined to change this mindset. It’s a high goal, but we’ll start small and work our way there. Anyone can enjoy good wine; you don’t have to be an expert.”

Vinat works with vineyards to sell high-quality European wines directly to the customer. By doing this, the company can cut out middlemen and offer great wines (with super cheeky labels) at fair prices. Vinat’s website also suggests easy pairings such as popcorn with its Skinny Dip Prosecco and unconventional wine pairings that include books and bingeable TV shows.

A recent Forbes article quotes the work of Dr. Christina Chi, a professor at the School of Hospitality Business Management at Washington State University. The article (“What Clues On A Wine Label Influence Women’s Perception Of How It Will Taste?”) states Dr. Chi’s findings that “a ‘more feminine’ wine label alters the female drinker’s sensory expectation and the taste of the wine, ultimately swaying their buying intention.” The article also highlights that although women represent 59% of wine consumers in the U.S., they are underrepresented in the wine industry as a whole—from label design to wine production.

Vinat has completed stints at IESE Business School’s Summer Entrepreneurship Experience in Barcelona in 2022 and Cincinnati-based Aviatra Accelerator’s virtual accelerator program in October 2022. In October 2023, Vinat was awarded Texas Woman University’s StartHER Grant.