Does the world want one other luxurious wine fridge? Possibly not. However it additionally by no means requested for fabregé eggs, and people are additionally fairly cool. So when Eater workers caught wind of a brand new wine fridge collaboration from Rocco (assume, the Audi of wine fridge manufacturers) and Las Jaras (the wine firm of Joel Burt and comic Eric Wareheim), we have been wanting 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 adverts. As model strategist Eugene Healey defined in a current TikTok, we’re transferring by means of a post-minimalism, post-core advertising 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 best way). It’s 2024, so in fact I’m being pitched a luxurious wine fridge by means of a Tim and Eric-esque tune on a Thursday. And boy, what a fridge:
Rocco’s “Tremendous Sensible Fridge” is, based on its web site, geared up to inventory “27 Bordeaux bottles, 88 cans, or a wide range of each,” and it consists of every kind 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, must you 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).
Not like 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 like it will make my lounge appear like a 2004 TLC actuality present “man cave.” As a substitute, I believe it positive 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 lovely) wine fridges on-line for below $200. Wareheim’s vineyard, Las Jaras, has additionally efficiently positioned itself through the years as an inexpensive choice for folk trying to spend $24 on a Beaujolais-inspired wine, or individuals who admire an under-$30 glou-glou designed particularly with burger and pizza pairings in thoughts. It could have been good to really feel extra of that laid-back spirit by way of extra accessible pricing (and never simply in tune), however who is aware of — perhaps a De Cecco x Spagett! collaboration is on the horizon, or perhaps a secret admirer will in reality reward me this wine fridge that prices greater than my hire. In spite of everything, extra absurd issues have occurred in 2024.