What’s Goin’ On

The Name of the Rosé

Bon Jovi introduces his own brand of wine


Jon Bon Jovi is offering an unexpected new twist on an old Neil Young song: Love is a rosé.

The freshly minted Rock and Roll Hall of Famer is hoping to capitalize on the world's growing thirst for the refreshing blush wine with the introduction of Hampton Water, a rosé that retails for $25.

Bon Jovi, 56, has embarked on the new venture with his 23-year-old son, Jesse Bongiovi, and winemaker Gerard Bertrand.

Wine connoisseurs, take note: Hampton Water is a blend of Grenache, Cinsault and Mourvedre grapes. The label shows an illustrated woman in a stylish one-piece swimsuit diving into pink water. "Graceful, elegant, and always adventurous, her name is Pink," says the Hampton Water website, "and our girl sure knows how to get the party started."

"I'm a wine guy," says Bon Jovi, who owns a house in the Hamptons. "My license is still New Jersey. But I have primarily lived here for 10 years."

The younger Bongiovi notes that Hampton Water is already being served in "high-end really impressive French restaurants" and has received "a lot of great reviews from a lot of high-end, legit publications."

His famous father says the beautiful label sums up the experience. "Classic and timeless is always what I do," Bon Jovi says. "Classic and timeless."