Over the last little while I’ve noticed that the Rolling Stones appear on a whole lot of wine out there, or at least it seems that way. On California wine from Mendocino, Canadian ice wine, and sometimes on wine where it’s pretty damn impossible to figure out where the wine comes from or even what grapes are involved.
This is nothing new and other celebrities from Elvis to the Grateful Dead have gotten in on this. After all, beyond the wine itself, these items exist as collectibles and the bottles will surely last sealed and cherished long after the Best Before date of the juice inside, and dare I say it, even beyond the seemingly unending the lasting power of the Stones themselves.
What’s interesting is the depth of the Rolling Stones band’s and brand’s involvement. This is a global brand with amazing reach so why do the Stones tongue logo, and for example, the names of their most memorable tunes Satisfaction and Sympathy for the Devil appear on the labels of a small release of Canadian ice wine? Perhaps it’s just another conquest in a long line of supermodels, platinum records and other triumphs. Though the Stones have apparently tried the Pinot Noir ice wine and have given it the thumbs up, says Jeff Harder, owner of Ex Nihilo winery in British Columbia’s Okanagan Valley, where the wine hails from.
Whatever the reason, the business model is working both for the celebrities and the wineries. Sales of celebrity based wines have been on the rise the last few years. Gary Vaynerchukonce said that celebrity wines are “the next new marketing oasis”, but that oasis is running dry. Market saturation and overload are close at hand, but in the spirit of the Stones, why bother with those dreary details. No, let’s concentrate on the rock ‘n’ roll, and at least for now, a good – or even half decent – wine can be a part of that rock ‘n’ roll lifestyle.