Welch’s grape juice hops on the wine bandwagon

welchs grape jucie wine
“Gorgeous and totally juicy. Jam and sweet spices burst from the glass in this deeply resonant, expressive bottling.”

Grape juice is good, wine is bad — accepted wisdom for generations. After all, there’s a reason there isn’t a minimum drinking age for grape juice.

Which is makes this TV commercial for Welch’s grape juice so damned odd. It compares grape juice to red wine, noting that the juice has some of wine’s health benefits: “We’re not so different after all.” This is mind-boggling, and not just because it runs counter to the current wave of anti-drinking propaganda. Rather, it positions wine in the mainstream (and it’s a juice company doing it, for good measure): Comparing wine, which no kid is supposed to drink, to something every kid in the U.S. has had.

“Considering that roughly half the adults in this country don ?t drink alcohol, it makes a certain sense,” says Michael Wangbickler, CEO & Partner, Balzac Communications & Marketing. “Since it ?s become common knowledge that drinking red wine is good for your heart, they ?re making a play for those consumers who don’t drink wine but want its health benefits.”

This ties in with Welch’s 2014 goal to promote a health and nutrition, says Wangbickler. That anything to do with wine is part of that message should make all of us who drink it smile. Just like a little kid at breakfast with a glass of grape juice.

Video courtesy of iSpotTV.