Celebrity Wine Industry

Celebrities promote and lend their name to many items. These enforcements can make millions for businesses that have something to sell. Celebrity-driven alcohol beverage products are gaining popularity in the U.S. and wine is emerging as the star of the show, according to The Nielsen Company.Probably the best known, and arguably the granddaddy of celebrity wine promoters is Hollywood producer, writer and director Francis Ford Coppola. Coppola bought his first piece of land in California’s Napa Valley in 1975 and now sells about 750,000 cases of Coppola-branded wines a year, according to Wine Business Monthly, an industry publication. In 2006, Information Resources, a Chicago retail market intelligence firm, ranked Coppola #2 on its list of top table wine brands, taking into account sales, volume growth, merchandising effectiveness and pricing strategy.

Last year, Coppola created a separate venture–Rubicon Estates–to focus exclusively on producing small batches of premium wines grown and made on his Rutherford, Calif., property.

Many other celebs are following Coppola’s direction. Former NFL coach Mike Ditka, professional golfer Greg Norman and recent releases from Martha Stewart and Paul Newman, celebrity wines are on the rise.

Celebrity wines are up nearly 19 percent in grocery store sales since last year and represent 0.9 percent ($41.8 million) of total wine sales. Celebrity spirits sales show the same growth rate (19 percent) in grocery stores and represent 0.3 percent ($7.5 million) of the total spirits category.
Nielsen’s research shows that while promotions, such as in-store advertising are driving incremental sales, celebrity wines do not necessarily receive much more “retail paparazzi” support. Fifty percent of celebrity wine volume is sold on promotion - - about the same as the table wine category as a whole. When it comes to pricing, however, consumers are paying an average of $8.50 per 750ml bottle of celebrity wine, versus $5.75 per bottle of table wine. Most celebrity wines are priced between $12 and $15.


Celebritywines.com has the exclusivity on the Arnold Palmer Greg Norman and Ernie Els Wines. They specialize in golf related prizes in addition to their wine.

Celebrity Cellars literally bottles the most recognizable names and faces in the world. The exclusive creator of stunning, quality crafted star tribute wine bottles, Celebrity Cellars compliments the art of celebrity with carefully selected, award winning wines. Located in Sonoma County and Los Angeles, they offer premium Etched Bottles, Paper Labels and Wine Clubs at equally attractive prices. Check them out for Rolling Stones, Streisand, Celine Dion, Madonna, and Kiss.

Wayne Gretzky-branded wines has set the media’s phasers on “pun”. We’ve seen a bunch of headlines, ranging from “He Pours, He Scores” to “The Grape One” - we even percolated something about trying his wine on ice. We’ve decided to play it straight, however, and just say - introducing Wayne Gretzky Winery. If he’s half as good at attaching his name to a wine as he was at that sport of his, we’re pretty sure we’re going to be in luck.

Actor Dan Aykroyd will release his Signature Reserve label which will arrive in U.S. stores in 2008. That’s on the heels of Sopranos star Lorraine Bracco’s eponymous line and three Ernie Els labels, both launched in 2004.

Former 49ers quarterback Joe Montana entered the wine business without investing in a vineyard, winery or distributor.In 2000, Montana collaborated with Beringer winemaster Ed Sbragia to create a small batch of Cabernet Sauvignon for a charity wine auction. Sbragia did the blending and oversaw production, and while Montana was involved in tastings, his main contribution came in name recognition and promotion. The name of the wine they produced together–Montagia–reflects the contribution both men gave to the effort.The case of Montagia brought $210,000 for the auction, and reviews were positive. Beringer decided to continue production, and Montana and Sbragia have created a blend every year since, now available for retail purchase.
Sopranos’ Lorraine Bracco partnered in 2004 to start Bracco Wines. There are eight in all, including a Pinot Grigio and a Primitivo.She makes regular trips to Italy for tastings and says she would someday like to follow in the footsteps of Coppola–potentially buying her own land and opening a vineyard. She is excited by the prospect and looks forward to future growth. By the end of last year, her distributor, Straight Up Brands, announced it had sold 10,000 cases.

A.C.Neilsen, MSN Lifestyle stufftologabout