This 1971 Mateus rose ad may explain why it took so long for rose to become popular in the U.S.
Mateus was what passed for rose in those long ago days before the U.S. wine boom — a sweetish, fizzy pink wine from Portugal made with grapes that were obscure even then.
It was huge in the late 1960s and early 1970s, selling some 10 million cases a year. Those are Barefoot numbers, but in a much smaller U.S. wine market. What sold Mateus rose was the bottle — more youth oriented than the traditional 750 ml effort, and perfect for using as a candlestick while drinking the wine and listening to Carole King’s “Tapestry.” In fact, you can buy Mateus bottles on eBay, and the wine itself is still around, too — $5 a bottle, and tasting pretty much like it always has.
The ad misses the point of Mateus’ popularity. Why would Portugal be a selling point for the wine (and the less said about the jingle, the better)? But that it misses the point is not surprising. It is a wine ad, after all.
Video courtesy of robatsea2009 via YouTube
More about TV wine ads:
• TV wine ads: San Giuseppe Wines, because you can never have too much bare skin in a wine ad
• TV wine ads: King Solomon wine, because “Tonight … the king is in town”
• TV wine ads: Almost 40 years of awful
This 2016 ad for San Giuseppe Wines reminds us that when in doubt, flash some skin
One constant throughout the Wine Curmudgeon’s TV wine ad survey has been model-quality men and women baring their skin. Which is exactly the case with this ad for San Giuseppe Wines, an Italian label that sells for about $12. How much longer could the shot last when the guy pulls himself out of the water?
My guess, since the ad is for pinot grigio, is that the swimmer is supposed to appeal to the pinot grigio demographic — the infamous women of a certain age who buy almost all the pinot grigio in the U.S. The ad’s goal? Get them all hot and bothered so they will race to the store to buy San Giuseppe.
In this, it’s not necessarily any worse than any of the others in our TV wine ad survey. It’s just more of the same. Is it any wonder I worry about the future of the wine business?
Video courtesy of QUE Productions via YouTube
This 1984 King Solomon wine commercial knows what it’s about: “33 percent more wine than the regular size”
The Wine Curmudgeon’s TV wine ad survey has found the good (very little), the bad (almost all) and now this — a 1984 spot on a local Philadelphia station for something called King Solomon wine.
This ad is odd, and not just because of its content. For one thing, Pennsylvania was a control state (and still mostly is), so the only place to buy King Solomon wine would have been a state store. And, given this is a concord wine sold because it’s cheap, it’s difficult to believe a state store would have carried it. Apparently, the company that marketed it was well known in Philadelphia, producing a variety of off-brand spirits and wines. so maybe it had some clout with the state.
The other thing I can’t figure out: What does a genie have to do with the Biblical King Solomon?
Still, the ad is on message: The wine is cheap, there’s a lot of it, and it will get you drunk — “a big, bold, two-fisted wine.” How many other TV wine ads actually say what they mean?
Video courtesy of Hugo Faces via YouTube