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Wine, Super Bowl, and Commercials

February 2, 2019 Leave a comment Go to comments

Tomorrow is the day when a lot of towns in America will look like ghost towns, as people will be crowded next to the TV screens in their homes and bars to watch one of the most important entertainment events of the year – Super Bowl, also known as The Big Game. There are two main attractions of that night – the game itself and the commercials, which run at some obscene rates, reportedly $5.25M for 30 seconds commercial (going 2007 rate was $2.4M for the same, talk about the absence of inflation). And then, of course, there are food and drinks – you can’t spectate such an event on empty stomach, can you?

Super Bowl and wine … yep, don’t go hand in hand. The drink of choice at all of the Super Bowl party is beer – but of course, it is all about your company and your personal preferences. Have no doubts that wine will be a drink of choice at Casa Talk-a-Vino. But – it is not the subject of the post, it is the commercials I want to talk about.

I learned something very interesting from the Wine Spectator article a couple of days ago – until 2017, there were no wine commercials shown at Super Bowl broadcast. The reason? Anheuser-Busch InBev, the maker of infamous Budweiser beer, owns nationwide rights to alcohol advertisement during the game since 1989 so you can imagine that wine is not on the menu of the beer giant. To circumvent this restriction, one has to get really creative and play “local ad” card.

In 2017, one company (Deutsch Family, the importer) decided it is worth the trouble and went for it, showing the advertisement for Yellow Tail, the Australian wine made by the company called Casella – in the past, holder of the crown of most imported wine in the USA. It appears that trouble was worth it, and the ads affected sales in a very positive way – look at the WS article for more details.

What I want to do here is to share with you the Yellow Tail commercials from 2017, 2018 and 2019:

2017:

2018:

2019:

What do you think? Which one is your favorite? I can definitely get behind this message – “Tastes Like Happy“. And you?

 

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