Wine, Watches, & Whiskey: First-Ever TV Channel Dedicated to Wine, Spirits, and Luxury goods

Cannella Media tells BourbonBlog.com they have launched Wine, Watches & Whiskey, the first-ever TV channel dedicated to wine, spirits, and luxury goods. Now streaming on Roku and Amazon Fire, with broader distribution in the pipeline, the channel taps into a growing demand for genre-focused content within the booming FAST (Free Ad-Supported Streaming TV) ecosystem.

At BourbonBlog.com, we raise a toast to Cannella Media and the launch of this groundbreaking new channel. We’ve spent more than 15 years covering whiskey and spirits in the media and educating audiences at events through tastings, storytelling, and expert insights.

As Wine, Watches & Whiskey takes shape, we’ll have more to share with you soon.

Curated Lifestyle Programming for an Engaged, Aspirational Audience

Now streaming on Roku and Amazon Fire, the channel delivers expertly curated content from trusted voices in wine, whiskey, and luxury culture, connecting brands with an engaged, high-value audience that increasingly turns to streaming for education, inspiration, and entertainment.

This launch represents a unique intersection of two major trends: the rise of DTC storytelling and commerce in wine and spirits, and the continued growth of genre-driven FAST channels in the streaming space. With specialized, lean-back content and integrated brand partnerships, Wine, Watches & Whiskey offers new reach for producers, makers, and marketers, as well as streaming platforms and media distributors looking to expand into high-value, lifestyle-driven verticals.

“As the FAST market matures, audience expectations are shifting toward quality, curation, and relevance,” Jennifer Dadesho, Director of Sponsorships, Content & Programming at Cannella Media DTC tells BourbonBlog.com. “We see Wine, Watches & Whiskey not just as a channel, but as a vertical-specific media platform designed for both brand storytelling and viewer engagement.”

A Strategic Expansion into the Luxury Lifestyle Space

Cannella Media brings four decades of performance media experience to the table, along with a successful track record in niche FAST channel development. Following its 2024 launch of RVTV, which caters to outdoor and recreational audiences, the company identified an underserved opportunity in the luxury lifestyle segment. With U.S. wine sales projected to hit $80 billion in 2025, and continued growth across fine spirits and luxury timepieces, the channel arrives at a strategic inflection point.

“By featuring specialized voices across wine, spirits, and luxury goods, we’re introducing new audiences to premium, genre-driven programming they won’t find anywhere else on television,” Steven Schachter, SVP of Distribution and Business Development tells us.

In addition to original programming and expert-led features, Wine, Watches & Whiskey offers turnkey sponsorship opportunities for brands looking to align with affluent, engaged audiences in an uncluttered digital environment. The format enables advertisers to deliver storytelling and product integration with precision, at scale, and without the creative limitations of traditional media.