Martha Stewart, Gallo in deal to develop brand of wines

Lifestyle entrepreneur Martha Stewart, who has stamped her name on all things domestic including sheets, towels, pots and pans, will be serving up another addition: wine.

Martha Stewart Living Omnimedia Inc. said Friday that it forged a partnership with E. & J. Gallo Winery to develop a brand of wines under the label “Martha Stewart Vintage” to be offered in six cities beginning in January. The wines will sell for about $15.

The initial launch of 15,000 cases will include three wines: 2006 Sonoma County Chardonnay, 2005 Sonoma County Cabernet Sauvingon and 2006 Sonoma County Merlot. The wines will be offered in Atlanta, Boston, Charlotte, N.C., Denver, Phoenix and Portland, Ore.

“Wine is an important part of entertaining and cooking,” said Elizabeth Estroff, spokeswoman for Martha Stewart Living. “We have a lot of credibility and a strong brand equity in these categories.” She said wine was just natural to explore.