Canyon News UNITED STATES—What do Sting, Sarah Jessica Parker, David and Victoria Beckham, Cameron Diaz, Antonio Banderas, Francis Ford Coppola, Jon Bon Jovi, John Legend, Dave Matthews and Fergie have in common? Other than sharing status as globally renowned celebrities, each of these stars has invested in the creation and marketing of their own wine label. In a past era winemaking was considered insular and winemakers had a reputation for being aloof, even a bit stuffy. But in recent years, the world of wine has taken on a sense of glamor and sophistication. An industry that was once thought to be cold is now regarded to be cool.