The Problem With Celebrities Urging Fans to Donate During a Pandemic

In a recent video on Instagram, Ashton Kutcher and his wife, Mila Kunis, made an appeal to Kutcher’s 4 million followers. Before Kutcher could finish declaring that these “unprecedented times” call for “unprecedented measures,” Kunis weighed in with her own solution: “More drinking!” Then the couple introduced a new product called “Quarantine Wine,” a pinot noir they’re selling to benefit coronavirus-relief efforts. Priced at $50 for two bottles (100 percent of the profits will be donated), Quarantine Wine is sold through a partnership with Nocking Point, a winery co-owned by one of their friends.

The idea came about because, like many people, Kutcher and Kunis have come to rely on virtual happy hours as they isolate during the pandemic. The couple’s new social habits might seem relatable to their to social media to ask their followers to donate to various pandemic-relief funds.