VineRoutes is branching out into the lifestyle space to include a new affiliated partnership with PremierCrew Brands, a Toronto-based wine-themed apparel company.
Branded as wine cultured street fashion, PremierCrew represents wine culture in the underground fashion scene with its boutique lines of wine-inspired clothing.
Founded in 2019 by Ryan Zanette, who comes from a family of entrepreneurs. Zanette grew up in Florida before moving back to Ontario to pursue a career in the winemaking industry. After graduating from the Winemaking and Viticulture program at Niagara college, he went overseas to Europe to complete a vintage working at various establishments in England and in the Mosel.
Upon his return in 2016, he found himself in a position with the Wine Marketing Association of Ontario. It was there where he contributed to the many successes of the VQA Wines of Ontario and Wine Country Ontario brands.
Zanette teamed up with co-founder Angela Aiello – otherwise known throughout the social scene as @SuperWineGirl – to help provide the brand some added influence and a recognizable face.
With 20 years experience in the wine and spirits business, Aiello has a wealth of experience and knowledge with the millennial market. Her expertise lies around consumer behaviour, social media marketing, experiential tasting events, building brand awareness, global wine trends and wine education. She has a knack for making wine accessible, fun, authentic and full of adventure.
Aiello has been about democratizing wine and giving consumers the keys they need to be their own wine critic. Her pedigree includes international writing for lifestyle publications, producing / hosting national on-air segments (including live television), educational seminars, panel discussions and consumer research.
The name PremierCrew is a play on words, taken from the particular classification of fine wine in France (premier cru).
To kick off their new partnership with VineRoutes, PremierCrew is offering buyers a 10 percent discount on all of their apparel, including its assortment of caps and beanies. Buyers are simply asked to use the promo code: VR10 when they go to buy.
For more information on PremierCrew Brands, visit www.premiercrewbrands.com.