Ed Hardy wines? Christian Audigier's branding machine grinds on

What Schaeffer quite astutely recognizes is that what's new in the wine business is that new young drinkers are enjoying wine. Cool bottles and popular brands paired with quality wine and affordable prices help grow the market and create a fun environment where young people who are new to the experience aren't afraid of picking up a bottle, not understanding what the "bleep" they're seeing on the back label and grabbing a bottle of something familiar like vodka. So, all the haters of popular brands and popular culture can rant and rave about what's cool and what's not, but like it or not, Ed Hardy is doing a great service to the wine industry and guess what? The wine's not half bad. And for $9.99, that's good.

Cheers,
wineguy63

wineguy63 in Wine