Martha Stewart wine?

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?

My post:

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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5 Responses to Martha Stewart wine?

  1. I have visited this site on many an occasion now but this post is the 1st one that I have ever commented on.

    Congratulations on such a fine article and site I have found it very helpful and informative – I only wish that there were more out there like this one.

    I never leave empty handed, sometimes I may even be a little disappointed that I may not agree with a post or reply that has been made. But hey! that is life and if every one agreed on the same thing what a boring old world we would live in.

    Keep up the good work and cheers.

  2. Richard Todd says:


    You always have such great articles that make one think. This one in particular got me thinking about my own buying behavior toward wine. When it comes to celebrity endorsed wines I have a strong negative reaction. When purchasing wine I want quality and anything with a celebrity label makes me think I am paying for the name recognition and not quality. Perhaps it is unfounded yet it is my first reaction. This aversion also extends to wine with goofy names and bottle designs. The other day I went to Costco and saw that they had their own branded wine, and again was not moved to buy. Perhaps my wine tastes are 90% mental. The best bottles of wine I remember are often those associated with friends, events, places, and experiences. Therefore enjoying a glass of wine from Martha Stewart brings to mind, sheet covers, Kmart, prison, and impossible expectations of cooking, decorating and crafting within normal busy lives.

  3. Mike Osorio says:

    I agree with your comment in general, although I feel fine about Coppola’s products because he has a legitimate artisan wine and food business vs. just slapping his name as an endorsement on someone else’s products. However, I can’t imagine being enticed to buy a Martha Stewart or Mike Ditka wine – images that I don’t associate with a wonderful wine experience.

  4. johnosorio says:

    I love when you write about food!

    I wouldn’t be so hasty when looking at these celebrity wines. I’m not endorsing the idea that you need to run out and purchase them, but maybe to a little research on the vineyard the wine is coming from. Some of the bottles I have tasted in class really weren’t half bad. I believe one was from Lorraine Bracco, a star from the t.v. series “Soprano’s”. I’d also like to add to Richard’s comment. PLEASE do not be afraid of the goofy names and designs. Fat Bastard is a company that produces excellent quality wine with a funky name and a hippo on the label. If you ever see a bottle of shiraz I highly suggest picking it up.

  5. Joe says:

    Celebrity endorsement doesn’t mean it’s going to be worth the experience and price, I’ll have to wait to see, for me it’s about what I enjoy drinking, and one of my favorites is the good old “2 Buck Chuck” as you stated. Enjoyed your article.
    I also wrote a short blog on 3 buck chuck (it’s 3 where we are from) Please feel free to read & comment. Thank you.

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