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Sting, the famous singer and musician, is embarking on a new chapter in his career by launching a new brand of alcoholic beverages through his company, Steerpike Limited. This ambitious initiative has been confirmed by the registration of a trademark covering a wide range of products, from wines and spirits to ready-to-drink cocktails. This new direction marks a bold expansion of his involvement in the beverage industry, beyond the wine production for which he and his partner, Trudie Styler, are already well known.

The origin of the new brand's name is taken from the title of an iconic song by his band, The Police, dating from 1981. This musical connection adds a personal touch to this venture, reinforcing the fusion between artistic creativity and entrepreneurship.

Sting and Trudie Styler are no strangers to the wine industry. Owners of a vineyard in Italy, they have named their wine "Message in a Bottle", in reference to another musical hit by The Police dating from 1979. This experience in wine production could influence the new brand, suggesting that grapes from their vineyard could form the basis of some of the alcoholic products to come.

Sting's decision to get involved in wine production stems in part from his personal evolution in consumer preferences. Originally from the north of England, where beer was the beverage of choice, Sting evolved towards wine. This transition reflects his quest for sophistication and experimentation, characteristic of his musical career.

An intriguing element of this venture is the relationship between music and wine. Sting has revealed that he plays music in his wine cellar, thus combining two of his passions. This unique combination of musical creativity and alcoholic beverage production could influence the atmosphere and character of the new brand.

Source: The drinks business