Hampton Water, the premium rosé brand co-founded by rock musician Jon Bon Jovi, his son Jesse Bongiovi, and French winemaker Gérard Bertrand, announced on Monday the second edition of its annual Artist Series — a limited-edition rosé blend produced from organic grapes and featuring original artwork by abstract watercolor painter Mary Ball.
The 2025 vintage marks the second consecutive release in what the company describes as its first ongoing wine series made entirely with organic grapes. The label, designed by Ball, is being positioned as a collectible item, a strategy increasingly deployed by premium and ultra-premium wine brands to drive trial, shelf differentiation, and secondary-market interest among design-conscious consumers.
Hampton Water has identified itself as the fastest-growing rosé brand in the United States, a claim that reflects broader category tailwinds: U.S. rosé table wine volumes have expanded steadily over the past decade, with the premium tier — bottles retailing above $15 — outpacing the broader wine market in both volume and value growth, according to industry trade data. The brand competes in a crowded but high-margin segment that includes Whispering Angel, Miraval, and a growing roster of celebrity-affiliated labels. For more on premiumization dynamics reshaping the wine aisle, see our earlier coverage of ultra-premium wine positioning trends.
The organic-grape designation adds a second layer of consumer appeal. Demand for certified-organic wine has accelerated in the U.S. and Western Europe, with buyers citing both health-halo motivations and environmental concerns. Pairing that attribute with a limited-edition artist collaboration allows Hampton Water to address two distinct but overlapping consumer segments — the wellness-oriented shopper and the culture-driven collector — within a single SKU. Brands pursuing similar dual-axis strategies have reported stronger velocity at retail during launch windows, though shelf longevity for limited releases remains a structural challenge. Retailers and distributors tracking celebrity-wine brand performance can find additional context in our celebrity beverage brand tracker.
No pricing, production volume, or distribution footprint figures were disclosed in the announcement. The release did not include comparative sales data or financial guidance. Hampton Water is privately held and does not report publicly. The brand was originally created in partnership with Food & Beverage Magazine, which has chronicled its growth since inception.
The Artist Series bottle is expected to be available through the brand's existing retail and on-premise channels, with the limited-edition nature of the run likely to concentrate distribution in key coastal markets where premium rosé velocity is highest.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
