Simple has never been a part of Avril Lavigne’s vocabulary.
When she first rocked the stage in 2002 with skater-punk anthems and a rebellious, eyeliner-lined edge, she gave the term “pop star” a whole new different look and sound.
Over two decades later, that same bold spirit is driving her latest project – not in performance, but in the realm of winemaking.
Avril uncorks her bold new venture
Her first official wine named “Complicated” was unveiled on September 16.
The Pinot Noir is more than just a clever nod to her iconic debut single but also a connection between the Avril who dominated MTV’s Total Request Live (TRL) stage in oversized ties and the Avril who has evolved into a lasting international icon.
Lavigne has partnered with California’s Banshee Wines to produce a bottle described as smooth and fruity, easy to enjoy yet possessing enough edge to stand out – a wine that feels exactly like Avril.
The 40-year-old artist said in her interview with PEOPLE, “I’ve been collaborating with Banshee for the past two years, starting with my Greatest Hits Tour, where the Banshee bar became a staple backstage and at my afterparties.”
“Our partnership is so natural, and as my love for wine has grown over the years, I knew they were the brand I wanted to collaborate with to launch my first official wine.”
She also explained how music is like wine that connects people and motivates them to honour the ups and downs of life and find beauty even in imperfect moments.
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Nostalgia meets purpose in “Complicated”
What makes this release particularly captivating is its embrace of the nostalgia from Lavigne’s early career while providing fans with something fresh and concrete.
A collector’s bundle, dubbed “Sip and Spin”, was introduced alongside the bottle.
The package includes a custom record player and a vinyl reissue of “Let Go”, her debut album in 2002.
For fans who spent their teen years screaming, “Why’d you have to go and make things so complicated?” into their hairbrushes like it’s their fifth heartbreak; a drink in hand will now be their perfect companion as reminiscing adults.
Lavigne’s intention on this venture does not solely revolve around nostalgia.
Non-profit organisation She Is The Music will receive a portion of the proceeds to help bolster its core goal of creating opportunities for talented women in the music industry.
This doubles the objective of said wine: it celebrates her beginnings while supporting the future of female creators.
A legacy bottled, a story savoured
A milestone such as releasing personal wine labels is becoming a common thing for celebrities these days, but Lavigne’s feels different.
Many point out how she came about her wine’s entire concept, which aims to make her legacy known without trying too hard by bringing balance in playfulness and purpose.
‘Complicated’ is meant to represent a new side in her evolution, just as she has reinvented her music with grace throughout the years – from punk rebel to pop mainstay to mature artist.
For the singer, this is not just about marketing her own wine but uniquely telling a story highlighting her growth and the fun memories she made along her journey as a musician.
It is also seen as a new way to connect with fans who have been supportive since the start of her career.
As the saying goes, it is the best stories that are meant to be savoured like the best wines.
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Geoffrey H. Latayan 
Vivien Bernardino