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?