A free streaming channel dedicated to luxury lifestyle content featuring wine, spirits, and fine timepieces debuts on the FAST platform, targeting enthusiasts of premium products.
Cannella Media DTC has launched Wine, Watches & Whiskey, a new free ad-supported streaming television (FAST) channel now available on STIRR. The channel brings together curated programming focused on wine, spirits, and fine timepieces.
The launch comes as streaming platforms increasingly turn to niche programming to attract specific audience segments. Wine, Watches & Whiskey features documentaries, tasting sessions, behind-the-scenes looks at vineyards and distilleries, and stories that highlight the craftsmanship behind luxury products.
Wine, Watches & Whiskey on STIRR Targets Growing Luxury Market
The channel’s programming strategy reflects growing consumer interest in premium lifestyle content. From winemaking techniques to the intricate mechanics of watchmaking, each program aims to educate viewers about the artistry and heritage behind these products.
“Wine, Watches & Whiskey creates a destination for viewers who appreciate craftsmanship, heritage, and elevated experiences,” said Steve Schachter, SVP, Distribution & Business Development at Cannella Media DTC. “Partnering with STIRR allows us to bring this vision to a wider audience while maintaining a high-quality, brand-friendly environment.”
STIRR, which operates in more than 90 markets, has positioned itself as a platform for passion-driven content. The service focuses on building communities around shared interests rather than simply providing entertainment options.
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STIRR Expands Portfolio with Wine, Watches & Whiskey Content
The new channel builds on Cannella Media DTC’s previous success with RVTV, a channel dedicated to outdoor travel and recreation that launched on STIRR in 2024. The positive response to RVTV demonstrated audience appetite for specialized content in focused categories.
For advertisers, Wine, Watches & Whiskey presents opportunities to reach a targeted audience interested in luxury products.
The channel also reflects broader trends in the streaming industry. As major platforms compete for subscribers, free ad-supported services have gained traction by offering specialized content without subscription fees. This model particularly appeals to viewers seeking specific content types who may not want to pay for broader entertainment packages.
Wine, Watches & Whiskey joins STIRR’s growing roster of channels designed around viewer passions and interests. The platform, available on Roku, Amazon Fire TV, Apple TV, iOS and Android devices, and online at www.stirr.com, continues to expand its offerings in niche categories.
The launch represents another step in Cannella Media DTC’s expansion into content creation. The performance-based media agency, which has managed more than $6 billion in performance media investments, now operates multiple content channels alongside its core advertising business.
