The Celebrity of Wine
So many of us celebrate a special occasion or a holiday by popping a cork. A glass of wine is synonymous with good times and good food. In today's celebrity obsessed culture, wine making is now the cause celeb! Actors and actresses - old and new, hot and has been - are into wine making in a big way. The same holds true for golfers, chefs, auto racers and game show hosts. There's big money in grapes. According to the latest sales figures from 2007, celebrity wines account for 1% of the $42 million wine sales here in the U.S. It's up 17% over the previous year. Everyone is cashing in on their wine name cachet.
The "Godfather" of celebrity wines is Francis Ford Coppola, having been working the vineyards since 1975. That's what a mega movie will grant you! The vineyards of California are islands for the lost TV performers - Fess Parker of Davy Crockett and Daniel Boone fame, and Tommy Smothers who was last relevant in show business with Ed Sullivan. Question - what game show host owns a California wine estate? The answer is Alex Trebek!
Golfers are spending a lot of time away from the courses growing and nurturing their vineyards. The Shark, Greg Norman, is the most acclaimed winemaker in this celebrity niche. It's all about his marketing prowess. South Africans Ernie Els and David Frost are well recognized for their wines, even more so than their recent play on the PGA Tour.
Dan Aykroyd has jumped in along with Lorraine Bracco from Bracco Wines, who needed a gig after playing Dr. Melfi on the Sopranos. NASCAR standout driver Jeff Gordon and team owner Richard Childress are quite successful with their wine offerings which fly in the face of perception of the beer swillin' stock car racing fan. It's all about racer brand loyalty.
Celebrity wines are fun. You buy them for the same reason you buy Fat Bastard, Old Fart or Mommy's Time Out. They make you laugh and connect on an emotional level. Of course I'm not into Daddy's Day Off. Maybe Daddy's Juice would work better!
With such an increase in sales year over year, you'd think that liquor stores would feature the celebrity wines in a high profile section of the store. Instead, they are buried among the merlots, cabernets and wine region of the world sections. You literally have to hunt them down. Why? Because it is the way that wine has been sold for many years. Think about how these wines would fly off the shelves if they were given their own "celebrity wine" aisle. Liquor store owners need to rethink the merchandising sets for celebrity wines. Many turn away from what they refer to as "gimmick" wines.
Much of the reason for the success of the celebrity wines is the celebrity love fest that exists in our world today. What also works in their favor is that they're inviting and non-threatening. It takes the pressure off the wine purchase by not having to worry about the nose, the taste of berries and the earthy qualities. No one will ever question the selection of a celebrity wine. It's about fun, which, after all, is what wine is about.
One last side note - celebrities are getting into spirits as well. Noted "Sexy Back" star Justin Timberlake is out with his own brand - 901 Tequila.
Newman's Own is also getting into wine. Although what will become of the brand now that PN is gone remains to be seen. Stew Leonard's in Norwalk actually does a very good job promoting their "celebrity" wines. If the staff deems them worthy they are placed in the front along with either a staff or Robert Parker rating.
As to Tommy Smothers being irrelevant - no way. Among the Bikram yoga crowd he will always remain a giant. Namaste.
I can understand celebrities lending their names to the products with which they have toiled during their careers. Bruce Jenner infomercializing exercise equipment and Emeril hawking cookware come to mind. And there are exceptions to the rule such as the aforementioned Greg Norman who puts outs a nice line of wine. But when TV and movie stars want me to buy their wines, I'd like to see their sommelier pedigree first. Salut!
What's also gratifying is continued evidence that wine can significantly contribute to better health. Many believes it explains the French paradox - people who revere food and wine looking so fit and healthy. Women in particular benefit from a couple glasses a day - though they say red is far more salubrious than white. Though the big kicker is evidence that an ingredient in wine could extend life. A lot. So maybe we all should get our own Fountain of Youth winery going in the backyard.
As a member of the wine business community I must say that I think celebrity wines are the bastard children of gimmick brands. Greg Norman was the real trail blazer for celebrity wines. He made good wines and carved his niche out. The same can be said for Mr. Coppola. Personally, I think more people care about the price and quality of wine than the fact that a celebrity makes wine. The perfect example is Elvis wine. The icon Elvis and his wine are more about the Elvis nuts buying it as a collectors item rather than people drinking Elvis wine. Mommy Time Out works because it fits a persona and an expression of who you are. Celebrity wines are more about the celebrity than your own persona. Leave the wine to the wine makers. Stick to what you do best movies, music, or whatever made you a celebrity.
Are celebrity wine and spirit brands any different than celebrity clothing lines, accessories and fragrances? If celebrities are their own brand, a brand whose actions, beliefs and lifestyle are valued and emulated by millions, than celebrity wine is simply a brand extension. Like any other attempt at brand extension, sometimes it makes no sense and the logic behind the decision is for nothing other than joining a trend, but for some celebs a wine or spirit brand fits. Just like GLOW and J. Lo.
If celebs like Trebek and Coppola own vineyards and enjoy the wine culture, there is no reason not to bottle it up and get it on the shelves. And how many Dave Matthews fans know about his organic farm and vineyard? Celebs have always put their star power behind a brand or cause, now they can create, or extend, their own.