Busting Makes Me Feel Good!
The list of celebrity vineyard owners is long and varied. Francis Ford Coppola, Sir Cliff, Sting, Bob Dylan and of course Olivia Newton John (!).
But only one celebrity affords an opportunity for a reference to spectral investigation and removal services.
Dan Ackroyd ain’t afraid of no ghosts and he ain’t afraid of making wine in the Niagra Penninsula either. Go visit.
Big Dan has teamed up with DeLoach vineyards in Sonoma to launch a new range of “Discovery Wines”. DeLoach is now run by burgunduan Jean-Charles Boisset and I’ve been a fan of their Pinot Noit ever since I nabbed a bottle from The Wine Society tasting room.
It seems Ackroyd is on a laudable mission to introduce the American masses to quality wines at decent prices using the Ackroyd name. And who could object to that?
Well actually.. there’s an element of his marketing that sticks in my craw a tad. Take this quote lifted from the recent Brandweek article:
“The equity of my name is familiarity and an association with good times, laughter and entertainment which is what food and drink is. I bring a credibility [that says] don’t be afraid to approach my wine. I’m not a snob about it.”
A crueller man than I would make the point that 1984 was the last time Dan Ackroyds name has been associated with laughter and entertainment. But that aside, I’m not sure where this idea of “fear” comes from when choosing wine. What, for example, is there to be afraid of in say, DeLoach’s own label wines which are imaginatively labelled and easily understood.
What credibility does Ackroyd bring to a wine over Boisset?! It’s not credibility it’s just good old fashioned celebrity endorsement. Nothing wrong with that, so let’s not dress it up in a crude brand construct.
Later in the article the question of snobbery exercises Mr Ackroyds ectoplasm like a child with tourrets “We use snob free grapes”. Arrrghh!! What on earth is a snob free grape!!!! ??? The poor little grape is out their growing on the vine (and in the case of pinot noir, struggling like a sensitive little flower) and here’s Mr Ackroyd claiming that its condescending or overbearing to others. Shame on you Dr Stantz!
Ok. Look, I’m not having a go at Mr Ackroyd and indeed his choice of wine partners seems well considered. But I really do have a problem with this patronising marketing approach that seems to all too common when it comes to getting people to step up the wine ladder. I’m sorry but what exactly do people find intimidating about fine wine?
So, here’s my war cry! Life is for the curious, the adventurous, the pioneer. And to paraphrase me ole’ mucker Marx:
“Man is born free, but everywhere he is drinking Blossom Hill! Wine drinkers of the world unite and choose Ridge Lytton Springs”
saw his subway ads today in Toronto-I really wondered about his “snob free grapes” claim-so what does this mean-he uses inferior grapes, maybe the “bottom of the barrel” where no real snob would possibly go? Ya order me a bottle