DISCUSSION TOPIC: Nielsen: Celebrity Drives Wine Sales
With established lines from film director Francis Ford Coppola, former NFL coach Mike Ditka and professional golfer Greg Norman recently joined by new releases from Martha Stewart and Paul Newman, celebrity-endorsed wines appear ripe for growth.
Discussion questions: Why do you think celebrity endorsements are working so well in the wine category? Is the dynamic different in wines than with other celebrity-endorsed products in the grocery channel?
The availability of affordable and pleasantly drinkable wines, as well as brilliant marketing of low priced wines like “Two Buck Chuck”, has driven huge growth in the category. It is not surprising, then, to see celebrity brands enter the fray. The reason celebrity endorsements work so well in wine vs. other grocery categories is the aspirational nature of wine. It feels much more luxurious to sip a nice cabernet than to eat a bowl of pasta. The celebrity wine category will likely experience significant growth for next few years.
Mike Osorio, your Dare to be Contagious! TM strategist
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