Does the world want one other luxurious wine fridge? Perhaps not. However it additionally by no means requested for Fabergé eggs, and people are additionally fairly cool. So when Eater employees caught wind of a brand new wine fridge collaboration from Rocco (suppose, the Audi of wine fridge manufacturers) and Las Jaras (the wine firm of Joel Burt and comic Eric Wareheim), we had been desperate to unpack the specs. Earlier than that, in fact, we watched the fridge’s official advert:
As soon as upon a time, I used to be an Grownup Swim-obsessed excessive schooler. I’m completely right here for non-boring product launch advertisements. As model strategist Eugene Healey defined in a current TikTok, we’re shifting by way of a post-minimalism, post-core advertising and marketing interval through which absurdist ploys and model remixes really feel not solely extra eye-catching, however extra culturally related than the buttoned-up, homogenous model identities of yesteryear; the slicked again bun attract of Glossier has been dethroned by the chaos power of, say, the Michael Cera CeraVe advert (additionally partially directed by Wareheim, by the way in which). It’s 2024, so in fact I’m being pitched a luxurious wine fridge by way of a Tim and Eric-esque track on a Thursday. And boy, what a fridge:
Rocco’s “Tremendous Sensible Fridge” is, in keeping with its web site, outfitted to inventory “27 Bordeaux bottles, 88 cans, or a wide range of each,” and it contains all types of wine nerd bells whistles, together with twin temperature zones (which you’ll be able to management with an app that even let’s you see contained in the fridge, do you have to select), UV-reeded glass to maintain out mild (and conceal your off-brand La Croix seltzers), extension racks, free coasters, and a hearty 10 yr guarantee. Plus, your buy comes with six bottles of Las Jaras wine (valued at $350) and 6 of its canned wines (valued at $59).
In contrast to the remainder of Rocco’s wine fridges, the Las Jaras collab additionally is available in a brand new, creamy colorway and is outfitted with gold-colored {hardware}. Most significantly (to me), it doesn’t appear to be it might make my front room appear to be a 2004 TLC actuality present “man cave.” As an alternative, I feel it certain would look nice subsequent to my non-existent Togo couch.
Nonetheless, the $1,495 price ticket hurts — particularly on condition that there are many nice (albeit, not as stunning) wine fridges on-line for underneath $200. Wareheim’s vineyard, Las Jaras, has additionally efficiently positioned itself through the years as an inexpensive choice for people trying to spend $24 on a Beaujolais-inspired wine, or individuals who respect an under-$30 glou-glou designed particularly with burger and pizza pairings in thoughts. It will have been good to really feel extra of that laid-back spirit through extra accessible pricing (and never simply in track), however who is aware of — possibly a De Cecco x Spagett! collaboration is on the horizon, or possibly a secret admirer will in actual fact present me this wine fridge that prices greater than my hire. In any case, extra absurd issues have occurred in 2024.
