Coconut chardonnay: One more reason why I worry about the future of the wine business

A company called Fun Friends Wine sees the future of wine, and it involves coconut chardonnay

The commercial at the top of the post is just one part of the marketing campaign for something called Friends Fun Wine, whose flavors include coconut chardonnay. Is it any reason I worry about the future of the wine business?

As near as I can tell, Friends Fun Wine isn’t exactly wine, but more of a wine cooler — what the trade calls an RTD (for ready to drink). It’s low alcohol, costs $6 for a 750 ml bottle and $2 for a 250 ml can. It’s mainly sold in convenience stores and restaurants.

The idea, apparently, is to push the product to younger consumers who normally drink cocktails. The website is even more focused on that, featuring some of the best looking men and women I’ve ever seen in wine marketing. It’s all beaches and bikinis and hanging out, about as far from traditional wine as possible. In fact, these are the kinds of models that appear in fashion magazines, not on websites plugging flavored wine.

And this begs the question of why the product is called Friends Fun Wine, since it goes out of its way to be everything that “real” wine isn’t – younger, very informal, and featuring flavors like coconut chardonnay. My guess? That as beleaguered as the wine category is these days, there is still a certain cachet to it. And the company behind Friends Fun Wine wants to take advantage of that cachet: “Look, here is fun wine you can drink that tastes good but isn’t that old fashioned stuff that your parents like.”

The point here is not that people shouldn’t drink coconut chardonnay wine. The only rule in wine is to drink what you want, but to be willing to try something else. Rather, why isn’t the traditional wine business marketing wine to younger consumers, using the same – but coconut chardonnay-less – approach? That wine can be fun, and that it isn’t necessarily old fashioned.

Video courtesy of Advantis via YouTube, using a Creative Commons license

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