Mariah Carey Gets Bubbly

February 17, 2010
mariah_carey
Imagine if establishing a new winery, creating the product and getting international news outlets to pay attention were as easy as getting drunk in public, then typing a single sentence and hitting the “send” button on your social media platform of choice? Well, it is that easy, if you happen to be pop diva-turned-actress and soon to be wine label owner Mariah Carey.

 

Earlier this month, Carey attracted a great deal of media attention for the loopy, lengthy acceptance speech she gave at the Palm Springs International Film Festival, after winning the breakthrough actress award for her role in the film Precious. She blamed her behaviour on Champagne, which kept the news cycle going for a few more days, then took to her Twitter account to announce the 2010 release of her own rosé bubbly, Angel. Newspapers like New York’s Daily News and the UK’s Guardian took that news at face value, with Stuart Heritage of the Guardian going so far as to predict it will “taste like a bottle of sweat that’s had an AA battery dropped in it.”

 

What no one has seemed to notice is that Angel is a 13-year-old brand based in Reims whose bottles have recently begun to appear in popular music videos, including Carey’s—meaning that “her” Champagne brand will likely be little more than a simple licensing deal, á la the hordes of other wines “created” by musicians and bands. We’ll admit that her Champagne endorsement deal is at least better than the untrue reports of her investment in Mariah Zinfandel.

Lets be Frank….

It’s been said a million times before, but people want meaning in their lives. When it comes to buying something – parting with hard-earned dosh – it’s natural to feel that you deserve some kind of bang for your buck. Because you do!
We’re working on 38 wines and there will be at least 38 packages to work on for all of these things that we are creating this vintage. Each of these wines has a story – they have provenance, a maker, something remarkable about them – but we should be doing everything we can to make them engaging too.
I stumbled across this earlier and it made me chuckle. Perhaps “B Frank” takes engagement too far, but it addresses a key point: that everyone’s reason for buying each bottle of wine is different: the wine is as much a social object as a mode of refreshment.

B Frank: a striking idea, though maybe a step too far?

I’m not sure that I’d have the guts to fire somebody via a wine label, but imagine a package like this in a bar or restaurant – folks would love to play with it; it’d become the talking point of the evening. Which is more than most bottles of wine ever become… so these guys are clearly on to something…

Via: Underground Winemaking