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Star Power

Posted by on in November 2016 Editions
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Why Fight It? Celebrity Wines Can Have Powerful Fan Appeal

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In the 1960s, celebrities like Leonard Nimoy and William Shatner released record albums. Today, they make wines. And while the vinyl boomlet faded rather quickly, the parade of wines continues to proliferate. Death metal singers, senators, quarterbacks…they’ve all got wines. Some are more about the fan base than about vineyards, but as long as they sell, that’

The trick is that there are now so many. Nobody is going to stock them all. Even if you do stock several, grouping them might invite shoppers to question their vinous merits. Indeed, celebrity has become so elastic in meaning, it’s not even a given that all (or even most) of your customers will recognize a wine’s pop-culture pedigree.

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