Update: It looks like Disney has backed off its plan to introduce this ill-conceived wine brand. Seems that others also felt it was odd that a brand eternally linked to kids was launching an adult, alcoholic beverage.
I’ve been scratching my head over the news today that Disney is launching a new wine based around it new food-related animated film “Ratatouille.”
Did I read that right?
Disney says it will market the French chardonnay to adults, but c’mon guys. Where’s the motivation for wine-drinking adults to consider buying this wine because it bears the Disney brand and a “chef” mouse from a kid’s movie? I’m also curious to hear why a company like Disney, which embodies traditional “family,” feels the need to enter the alcoholic beverage market, which I’d venure to guess is a market a good number of its loyal customer base might not embrace.
The most striking part of the article attributes Disney as saying, “The licensed products, targeted at adults and devoid of mouse ears, underscores Disney’s push to gain a deeper foothold on more sophisticated consumer products.”
Sophisticated products? Are you kidding me? Wine branded after a rat featured in a Disney animated film is considered sophisticated? Someone help me out here. I’m simply not getting it. This just reeks of brand extension and licensing run amuck.
What’s next? Shrek Vodka?
I find your view of wine rather surprising. Wine is a food product, a product at the heart of the resurgence in fine food, in eating healthy foods at home. As such, I can think of no more family-friendly beverage other than mother’s milk.
Two years ago, surveys indicated that wine was the preferred beverage of adults who drink alcohol, beating beer for the first time since the study began decades ago. Let’s re-think old views, fanned by neo-prohibitionists, that wine is the devil’s tonic.
Dave Chambers, Wine Merchant
Dave, perhaps I was misunderstood. I love wine, and enjoy it frequently. By no means do I feel it’s the devil’s tonic. My point was that there seems to be some inconsistencies in how a corporation like Disney, which is the epitome of embracing “traditional family values,” decides to market an alcoholic beverage bearing the brand of one of its animated characters. It’s the juxtaposition of the two perceptions that I found curious.
I went out to Costco to purchase that wine today, since I was looking forward to it so much. And guess what I found?
Nothing.
Apparently Disney backed out of the deal because of some prohibitionistas and angry Californian winemakers.
Ridiculous.
Disney just missed out on a great marketing opportunity. Ratatouille was the perfect movie to enter the wine market with. They could have made millions but were scared off by the PC police. Thanks for spoiling what would have been a perfect gift to my girlfriend, cowardly Disney and facist naysayers.
What a completely silly thing to be offended by. Were you really shocked and outraged by this? You really couldn’t understand how adults could enjoy a product like this? Do you really think that Disney are “the epitome of embracing ‘traditional family values’”? Shrek Vodka? Are you really drawing this comparison? Have you actually seen either of these movies?
I know you wrote this a year and a half ago but I’m reading it now and just shaking my head.
Joe,
It’s not that I was offended or outraged at all. I enjoy my wine with the best of them.
It’s the paradox that Disney, which owns ABC-TV has such a reputation for building a wholesome, family-oriented brand, decided to sell an alcoholic beverage.
I simply found it odd that a Disney-branded wine was out of step with what Disney stands for as a company.