HOLLYWOOD, CA – DECEMBER 12: Actress Elizabeth Banks arrives at the premiere of Universal Pictures’ … [+]
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From John Legend to Pink and George Clooney to Snoop Dogg, celebrities are the perfect combination when it comes to building brand awareness and launching new wine and spirits categories. In 2019, recording artist and Grammy winner Brandi Carlile founded Washington-based wine company XOBC Cellars to raise money for her nonprofit organization, the Looking Out Foundation. The wines are sold exclusively through their wine club, and the brand hosts wine parties at fan concerts. The variety of Hollywood entertainers who have invested in the industry has certainly garnered public interest in recent years. Used as the drink of choice at intimate social gatherings or as an entertainment destination on winery trips, the wine industry has always remained the life of the party.
Whether they’re lending their name to a brand or actually making the product, celebrity investment and endorsements are at an all-time high. Celebrity partnerships and co-branding deals are lucrative for both celebrities and producers. Well-known brands attract an already established audience and enable the reach of market segments that may have been previously untapped.
LONDON – JULY 02: (EMBARGOED FROM PUBLICATION IN UK TABLIG NEWSPAPERS UNTIL 48 HOURS AFTER BUILDING … [+]
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The question is, is star power and awareness enough to attract a younger audience to wine? According to the 2023 Silicon Valley Bank State of the US Wine Industry Report, the wine industry has failed to attract younger drinkers. A recent Forbes article by Kate Dingwall covered the report’s findings. Younger drinkers today have a wide range of alcoholic and non-alcoholic beverages to choose from and the wine industry has to fight for their attention and loyalty. Younger drinkers want to enhance their wine experience and connect with a brand through sustainability and transparency. They are looking for authentic experiences that speak directly to them as consumers and provide context and meaning. For younger audiences, personalization is key.
Experienced brands are trying to bridge the wine generation gap and make their wines more accessible, relevant and meaningful. This summer VinoTastr, powered by TASTR, a flavor technology company, is launching a custom discovery kit combined with an app designed to demystify wine selection by determining your unique wine flavor profile. Is it the new frontier in wine marketing, where the exploration of taste receptors is changing the way people around the world choose and enjoy wine?
“With the VinoTastr Discovery Kit, users take a quick taste test and within minutes of the test, the VinoTastr app identifies one of five unique VinoTastr Profiles – Sweet Avenger, Savory Crusader, Body Advocate, Balance Ambassador and Tannin Champion,” says Dr. Henry Barham, Chief Science Officer and co-founder of TASTR.
Hollywood and entertainment events tend to cater to younger audiences. VinoTastr, coupled with celebrity marketing campaigns, can unlock potential markets that the wine industry may have previously struggled with. For younger consumers, armed with their personalized profile, wine can become more universally accessible.
dr Henry Barham says, “Users love learning more about their profile and comparing themselves to their friends. For some, it’s a liberating moment to finally know the preferences that best suit their taste buds.” He adds, “It completely changes the way people see wine. It takes the guesswork out of buying wine and opens the door to exploration.”
While celebrity endorsements and entertainment value remain most relevant in the wine industry, the company is charting a new path for brands, retailers and consumers to pursue.
“WeinTastr celebrates the diversity of the palate and opens the doors of the science of taste to the world of wine. Similar to wearing glasses for the first time; Knowing your flavor profile can help you optimize your wine experience,” said Dr. Barham
While referrals still exist, more than ever, brands are trying to deepen their relationship with talent to make them more authentic. Founded by Marian Leitner-Waldman and founded in 2014, canned wine company Archer Roose is a prime example through its partnership with Cocaine Bear star Elizabeth Banks.
PARK CITY, UTAH – JANUARY 21: Guests attend Elizabeth Banks & Archer Roose Wines: Honor the Next … [+]
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Speaking on the latest episode of Fast Company’s Creative Control podcast, she said of the relationship, “The very first time I spoke to her, I said, ‘This isn’t going to sit in front of the camera and be like, ‘This is really awesome,'” Leitner said. says Waldman. “I want you to believe in the brand and what we do. Then I want you to challenge us to think about how we can get that message across in a different and funnier way and in a way that really cuts through all the noise out there.”
She later continued, “I just think endorsements aren’t really as strong as they used to be,” says Leitner-Waldman. “And that’s because social media has changed the game. We rely a lot more on peer-to-peer recommendations.”
Banks were later important for the growth of the company. Involved in everything from pitches to sales while managing her acting schedule.
VinoTastr encourages consumers to interact with their personalized profiles. This could reduce the burden of wine shopping and make wine shopping easier. The new technology should particularly appeal to inexperienced wine drinkers, who can shop with peace of mind and avoid stumbling into stores and feeling embarrassed by inexperience.
LOS ANGELES, CALIFORNIA – An advertising campaign for the Vinotastr product featuring two women … [+]
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Maybe Pink crafts the perfect Sweet Avenger Rosé or Snoop Dogg drops his next sip for Tannin Champions. The future of famous brands and all wine brands may very well converge at the intersection of science and imagination.
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