The wine tie-in

Doing licensing deals with big media is proving lucrative for some wineries. Jeff Siegel reports.

Photo: Jdanr13 - stock.adobe.com
Photo: Jdanr13 - stock.adobe.com

Wine sales in the US are flat, and what growth there has been is in wines costing about $15. So how did Wyatt’s Wet Goods, a liquor retailer in Longmont, Colorado, sell 18 cases of $20 wine in one day? The answer? They were Game of Thrones wines, licensed by the owners of the hit HBO fantasy series – another example of the power of movie and TV tie-in products. 

The four wines – a California Chardonnay, a Paso Robles red blend, a Napa Cabernet Sauvignon and an Oregon Pinot Noir – sold out even more quickly than the less expensive Kendall-Jackson Chardonnay, always one of the store’s bestsellers, said Wyatt’s Dylan Dinsmore, something “that doesn’t usually happen”. 

Movie and TV tie-ins aren’t new, even to the wine business. Princess Bride wine, anyone?

 

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