Sex Sells For Menage a Trois (by Jennifer Ashcroft)

Posted: January 1, 2013 by wynmaker in California, Cellars, Research, Vintage, Wine, Wineries, World wine news
Tags: , , , , , , , , , , , , , ,

sex_sells_women_c

 

 

A Californian brand with a risqué name is seducing U.S. wine drinkers. Jennifer Ashcroft has the story.

American consumers are flocking in their millions to have a threesome. The brazen Californian wine brand Ménage à Trois has made conservative drinkers choke on their claret with its sexual-innuendo-filled marketing, but as the latest figures show, sex really does sell.

Named as Wine Brand of the Year in 2009 by U.S. beverage industry publication Market Watch, it continues to be hot property, with sales up 13 percent to $61.5 million in the past 12 months. These impressive figures place Ménage à Trois among the biggest-selling brands in the country, behind Chateau Ste. Michelle, Cupcake Vineyards and Robert Mondavi Private Selection, according to Wines & Vines magazine.

But for its savvy owners, Trinchero Family Estates, Ménage is not the biggest seller. That position is reserved for the company’s first brand, Sutter Home. Nevertheless, Ménage à Trois has “done well because that’s a slightly risqué name and even people that don’t know French know what that term means,” says Dr Liz Thach, a Master of Wine and professor of management and wine business at Sonoma State University in California.

Catchy names that are easy to pronounce and remember are proving popular with more-casual wine drinkers in the U.S., and retailers’ shelves are steadily filling with gimmicky labels, such as Gnarly Head and Cupcake Vineyards.

Thach praises Ménage à Trois for its “phenomenal marketing.” The double entendre of the brand’s name is only the beginning. Sexual innuendos abound on the brand’s website, with wines described as being “guaranteed to satisfy,” “ready to make you its latest conquest” and “the perfect threesome.”

While the company’s public relations specialist, Carissa Abazia, believes that Ménage à Trois resonates with consumers because of its approachable style, price and slightly “edgy” name, some more-traditional consumers view it less favorably. Are the producers scraping the bottom of the barrel in a bid to sell some grape juice?

Read on …

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s