Wine Marketing: Wow! or Huh?

In the “ponderously head-scratching” category come two recent wine marketing examples that cause even the most intrepid wine explorer to pause and wonder curiously, “What the hell were they thinking?”

Exhibit A

In the realm of subjectivity, wine and wine marketing is in certain company with comedy movies.  Good is definitely in the eye of the beholder.

I’d rather stoop over and pick an acre of weeds than laze comfortably watching any piece of celluloid with Adam Sandler in it (The Waterboy or Little Nicky, anyone?).  Likewise, I’m painfully aware that the magic of “Caddyshack” is all but lost on my wife, as is the early oeuvre of Wes Anderson (Bottle Rocket, Rushmore, et al).

Yet, when presented with the below ad from Citra, an Italian wine brand, my wife and I both laughed heartily before pausing and wondering what the heck must have been going through the advertising creative director’s mind when constructing this ad.

Take a look yourself.  Is this comedy, tragedy or something else?

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Exhibit B

Not to be outdone in the “head-scratching” category is news that 2nd tier 80s hair metal band Whitesnake has partnered with De La Montanya Vineyards to release a 2008 Zinfandel.

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Now, don’t get me wrong, I got down with some Whitesnake back in the day.  Their video for “Here I Go Again” again was legendary on MTV’s video countdown in the late 80s.  But, with all due respect, Whitesnake isn’t a band riding a wave of nostalgia these days … and have you been to a Poison, Kiss or Motley Crue concert lately, bands that are enjoying a nostalgia wave?  The crowd is hardly the wine drinking sort.

Lead singer David Coverdale from Whitesnake says of the wine: “It’s a bodacious, cheeky little wine, filled to the brim with the spicy essence of sexy, slippery Snakeyness ... I recommend it to complement any (and) all grown up friskiness & hot tub jollies ...”

Priced at $29.95, the wine will be released to market in July.

Elsewhere, in contrast, B.R. Cohen’s “Doobie Red” becomes an appealing option.  If your wine and rock fix is still unsatiated, there’s always Wines that Rock, too.

Wow!  or Huh?  I’m going with Huh?