July 30, 2025 (Los Angeles, CA) — Cannella Media DTC has launched Wine, Watches & Whiskey, a new ad-supported streaming channel available on STIRR. This channel offers viewers a curated exploration of wine, spirits, and luxury watches, allowing audiences to enjoy high-quality lifestyle content without a subscription.

Steve Schachter, SVP of Distribution & Business Development at Cannella Media DTC, stated, “Wine, Watches & Whiskey creates a destination for viewers who appreciate craftsmanship, heritage, and elevated experiences. Partnering with STIRR helps us deliver this vision to a larger audience while ensuring a premium, brand-friendly environment.”

The content on Wine, Watches & Whiskey is designed to cater to the interests of a passionate audience. It features documentaries, tasting sessions, and behind-the-scenes access to vineyards and distilleries, all focused on the artistry and skill involved in creating exceptional products. This aligns perfectly with STIRR’s strategy to provide programming that reflects viewers’ interests.

“At STIRR, we recognize that today’s audiences desire more than simple entertainment; they seek engaging content that resonates with their passions,” Schachter added. The STIRR platform is dedicated to fostering engaged communities and offers viewers unique ways to connect with content creators and fellow enthusiasts.

Cannella Media DTC has a proven track record of launching niche channels. In 2024, it introduced RVTV on STIRR, which catered to outdoor recreation enthusiasts. The success of RVTV highlighted the demand for carefully curated content in specific categories. Wine, Watches & Whiskey builds on this momentum by focusing on the thriving markets for premium wine, craft spirits, and luxury watches.

The channel provides brands in these sectors with an innovative platform for storytelling and long-form content that goes beyond conventional media constraints. It offers marketers an opportunity to reach a dedicated, high-intent audience without the compliance challenges typically found in traditional television.

About STIRR
STIRR is a free streaming service that offers a variety of live, on-demand, and linear channels across connected devices. It aims to foster engaged communities and redefines streaming by inviting audiences to participate in shaping their viewing experiences.

About Cannella Media DTC
Cannella Media DTC is a performance-driven media agency experienced in scaling direct-to-consumer brands across television, streaming, digital, and audio platforms. The company operates several content channels, including Wine, Watches & Whiskey and RVTV, and manages significant performance media investments.

Explore more about STIRR: www.stirr.com
Learn about Cannella Media DTC: Cannella Media DTC