Miami and Los Angeles-based Fun Wine announced that Christina Aguilera joined the team as Chief Culture Officer.
The company, known for its ready-to-go wine cocktails, has been committed to encouraging creative self-expression since its origins, it says. Working alongside the company’s Founder and CEO, Joe Peleg, Aguilera also will help Fun Wine continue its global expansion across Europe and Asia, it adds.
Leading up to her headlining performance at this year’s LA Pride Festival, Aguilera will host a merchandise pop-up in Los Angeles in partnership with Fun Wine on June 9 and 10. There will be an exclusive invite-only pre-opening event on the evening of June 8 where media, influencers, friends and family will be invited, the company says.
At the pop-up, customers will have first access to Aguilera’s pride-themed merchandise and the exclusive chance to taste Fun Wine.
“I am thrilled with this opportunity to be Fun Wine's Chief Culture Officer,” Aguilera said in a statement. “In addition to being a wine enthusiast, I am a believer in encouraging self-expression, which aligns with Fun Wine’s colorful and creative aesthetic. My first collaboration with the brand will kick off my role as Chief Culture Officer in the most special way, as we celebrate individualism, fun, creativity and culture with the LGBTQ+ Community for Pride Month.”
Peleg added: “At the heart of the brand has always been this belief that finding and expressing yourself can and should be fun. There is no better person to take this position than Christina as she personifies everything that we care about. We will see Christina spring into action via our first project at LA Pride in June, which will be followed by a packed roster of activities that will take Fun Wine from strength to strength and create a positive change for everyone that the brand touches.”