Tag Archives: TV wine ads

Follow-up: Paul Tincknell and the woes of wine marketing

More examples showing that wine marketing lacks imagination and doesn’t focus on why people drink wine

Last week’s podcast with Sonoma wine marketing guru Paul Tincknell elicited a fair amount of comment, especially since it ran at the end of the summer when most people have other things to do besides listen to podcasts about the decades-long failure of wine marketing.

As one reader emailed me: “Commercials showing people drinking grocery store wine at swank parties? People get paid for coming up with that stuff?”

Paul received some feedback, too. A colleague shared data with him about a 2009 wine consumption survey: “The results,” Paul emailed me, “are fascinating and confirm that – guess what! – people drink wine with family and friends at meals or in casual situations.” The colleague told Paul that the survey results were given to almost every important wine marketing and trade group in the country, but that, “of course, the industry immediately ignored their work.”

In other words, the business has known for at least a decade how U.S. consumers enjoy wine and the best way to market to them: Show people drinking wine at dinner with their friends and family. That hardly seems like a creative reach. (And we’re not the only ones who have seen this — check out this rant from Paul Mabray, who is generally regarded as one of best wine and consumer experts in the country).

Instead, we get epic silliness like the Kim Crawford “Undo ordinary” commercial, a long-time favorite of blog readers. And, no, it didn’t get an almost unprecedented 33 comments or become one of the blog’s most visited posts because everyone thought it was cutting edge genius.

In fact, Kim Crawford (owned by Big Wine’s Constellation Brands) seems to go out of its way to show up in these kinds of analyses. Paul sent me two especially foolish commercials; the one that made me giggle the most is at the top of this post, called “Make it Amazing.” Who knew I had sway my butt just so to be a cool, sophisticated wine drinker? The other, called “Elevate the Moment,” looks like something from a short-lived 1990s PBS series about rich people.

Is it any wonder I worry about the future of the wine business?

Video courtesy of Kim Crawford Wines via YouTube using a Creative Commons license

TV wine ad survey: Hochtaler box wine – even Canadians miss the point

Hochtaler box wine uses a “Cabaret” knockoff ad to sell its sweet white wine, which probably isn’t what the film had in mind

Film buffs know the social, cultural, and political significance of “Cabaret,” the 1972 musical starring Liza Minelli, Michael York, and Joel Grey. So why did Canada’s Hochtaler box wine use a “Cabaret”-themed ad to sell its products in the early 1980s?

Hochtaler, writes the blog’s official Canadian correspondent, has long been famous in Canada – call it the Franzia of the Great White North, boxed wine for cat ladies who say “eh.” In this, Hochtaler is local, made with Canadian grapes by a Canadian producer.

“It’s very sweet,” writes our correspondent. “I’m guessing it was a hit with young people new to wine and older wine drinkers who like the name, which sounds European, and how sweet it is.”

Nevertheless, the ad features a nightclub scene with a chanteuse doing her best Liza Minnelli, complete with German accent, top hat, and tails. It hardly seems appropriate for this kind of wine, but the ads were apparently quite popular.

And you can still buy Hochtaler – C$14.95 for a 1.5-liter bottle at your local Ontario provincial store.

Video courtesy of robatsea2009 via YouTube, using a Creative Commons license

More about TV wine ads:
• TV wine ads: Almost 40 years of awful
• TV wine ad survey: Richards Wild Irish Rose
• TV wine ad survey: 1970s Boone’s Farm Wild Mountain

TV wine ad survey: 1980s Richards Wild Irish Rose

Constellation Brands sold its birthright in this month’s $1.7 billion fire sale to E&J Gallo — Richards Wild Irish Rose is the brand that made the company wealthy

There were many surprises when Constellation Brands sold 30 of its labels to E&J Gallo this month, but perhaps the most surprising was that Richards Wild Rose was included in the deal. The sweet fortified wine was named after Richard Sands, the son of company founder Marvin Sands (and who would eventually become its chairman when Constellation  expanded around the world). How important was Richards Wild Irish Rose to Constellation’s success? As late as the beginning of this century, it was selling 30 million cases a year. Those are Barefoot numbers.

Obviously, those sales weren’t because of this commercial. It’s not as offensive as some, and it’s certainly not as stupid. Rather, it’s almost bland, as if the ad agency can’t decide how to market a product with a less than stellar reputation. And I can’t figure out why the blonde playing the bass is in the band, other than to shake her very 1980s hair.

Video courtesy of tvdays via You Tube

TV wine ad survey: 1970s Boone’s Farm Wild Mountain

How bad is this TV wine ad for Boone’s Farm? As bad as they come, unfortunately

The one thing that has been sadly consistent during the blog’s historical survey of TV wine ads is their incompetence. Past incompetent, actually, in which the infamous Orson Welles Paul Masson commercial is merely bad.

The latest example? This TV wine ad for Boone’s Farm Wild Mountain “grape wine” from the early 1970s. Those of a certain age will remember Boone’s Farm as the stuff one got drunk on as a teenager; those not of a certain age will be glad they don’t have to remember it.

The Boone’s Farm ad is so awful that it doesn’t require any more analysis. Watch and groan. And then wonder why TV ad quality hasn’t improved all that much between then and today. Right, Roo?

Video courtesy of KTtelClassics via You Tube

TV wine ads: Drink Black Tower, invade a foreign country

This 1982 Black Tower TV commercial reminds us that TV wine ads don’t improve with age

Black Tower is a German wine, best known for its black bottle. In the 1970s and 1980s, when U.S. wine drinkers wanted sweet white wine, Black Tower played off Blue Nun’s success to enjoy a bit of popularity before heading to the back shelves of the liquor store. Where it remains, for $8 a bottle, in case you’re curious.

Which brings us to this bizarre Black Tower TV commercial from 1982. The brand’s marketing types probably thought they had to distance it from Blue Nun’s image, so they made it much more manly. A deep, dark voice reminds us the wine comes “in the towering black bottle” while faux Wagner music plays in the background. Frankly, after watching this, it feels like it’s time to conquer Europe.

The catch, of course, is that Black Tower was about as manly as a baby diaper. It was a sweet, soft wine, and the commercial crams that information in even though it doesn’t quite fit the rest of the ad. Plus, there’s a blond woman eating an apple, because all wine commercials have to have blond women (though I’m not quite sure why the apple).

Like I said, bizarre.

So one more example of the sad state of TV wine ads, whether today or 36 years ago. Is it wonder I worry about the future of the wine business?

Video courtesy of Sean Mc via YouTube

More about TV wine ads:
• TV wine ad update: Does this Kim Crawford commercial make sense?
• Chill a Cella: Now we know why more Americans don’t drink wine
• When Blue Nun ruled the wine world

Hendrick’s gin: How to do a TV booze commercial

This Hendrick’s gin TV ad puts most wine advertising to shame

A friend of mine, a woman who hits the wine demographic sweet spot, doesn’t drink gin, doesn’t buy gin, and doesn’t like gin. So I asked her to watch this Hendrick’s gin TV commercial.

“Wow,” she said. “I want to buy Hendrick’s gin.”

In other words, one more example of how the booze business – save wine – understands TV advertising. We get the Roo; spirits drinkers get something clever and enticing.

What makes this commercial work?

• The bit about “oddly infused with rose and cucumber.” All gin is infused with herbal and vegetable flavors, but this ad defines the point of difference between Hendrick’s and other gins.

• The animation, a cross between Terry Gilliam and William Gibson. It fits perfectly with the rose and cucumber line.

• No cliches. No almost naked babes, no wine drinking stereotypes, no frat house humor. This is a classy product, says the ad, and you’ll enjoy it. Would that someone in wine understood that approach.

I was talking to a friend the other day, a leading wine industry type, and wine marketing came up. His point was almost chilling: What passes for quality wine marketing, he said, is convincing people Carlo Rossi is a real person.

No wonder I worry about the future of the wine business.

Video courtesy of Hendrick’s Gin via YouTube, using a Creative Commons license

More about TV wine ads:
• What was James Mason doing making a Thunderbird TV commercial?
• Is this the greatest TV wine commercial ever?
• TV wine commercials aren’t getting any better

Someone likes one of those Yellow Tail TV ads — really

Is it possible that this Yellow Tail TV ad isn’t awful?

Yellow Tail, the Australian grocery store wine, has come in for a fair share of criticism on the blog for its TV commercials. Which, to put it nicely, are everything that has been wrong with TV wine commercials for 60 years – pretentious and snotty, as well as emphasizing that we need Yellow Tail to hook up with a hot chick.

Because, of course, that’s what we associate with $7 supermarket wine.

The intriguing thing about this Yellow Tail ad from 2012 is not that it is different. It isn’t. It’s more of the same, and told in the same annoying, “I drink Yellow Tail, so I’m cooler than you are” way. What’s intriguing is that someone likes it – several someones, if the comments on the ad’s You Tube page are to be believed.

“Very cool commercial nice use of motion graphics,” says one comment. “Great commercial….I always have to stop what I’m doing to watch……Great music too!” says another.

Far be it from me to suggest that all this praise isn’t legitimate, though it’s worth noting that all 10 comments are uniformly gushing (and that fake praise is currently bedeviling the Internet). Then again, maybe I’m missing something, and the ad is truly genius. If so, does that mean I have to like the infamous Yellow Tail “pet my roo” ad?