I’m not saying Disney couldn’t make a product like wine work, but the packaging and promotion would need to support the Disney adult message rather than confusing the children’s brand with an adult extension.

My concern is not that it will promote underage drinking. A cartoon character like Remy appeals to an age far too young to even worry about–it’s not like we’re going to see a rush of 6-year-olds running to a liquor store to get a bottle of Chateau Margeaux or something, and teens don’t associate themselves with cartoon characters in that way (it wouldn’t be “cool” to buy a cartoon-branded wine, since publicly admitting a liking of Disney cartoons–even one like Ratatouille–isn’t cool).

My concern was that it would be a cheap, low-quality wine. I’m not entirely sure I would trust the Disney name for quality food or wine. If, however, it was revealed that it was a very good, if not outstanding or premium, wine (and probably at an affordable price, knowing Costco), I would likely at least sample it where I might pass over a similarly-priced wine of similar quality for better and more expensive ones.

I thought it was a brilliant marketing strategy, and I honestly laughed when I read some peoples’ concerns that it would promote underage drinking–I couldn’t figure out how. Too bad it didn’t go through.

Such an American company should know that the Americans are reluctant about all that has to do with alcohol, guns, drugs. It’s a shame that just because of that ignorance so many people have lost the touch of reality.

Regretfully, more and more companies around the world are in the business of making money and this is why all these poor market decisions are made.

Regards from Bulgaria!