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