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Robin Garr

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Wine Product Placement: Message in Bottle

by Robin Garr » Tue Jul 11, 2006 11:44 am

Wine Product Placement: Message in Bottle
By MICHELLE LOCKE Associated Press Writer
© 2006 The Associated Press


NAPA, Calif. — Next time your favorite leading man pours a pinot or syrah, take note. You may be looking at a product placement.

Whether it's as a background set decoration or a starring role in a white tablecloth dinner, winemakers are increasingly finding ways to send viewers an advertising message on a bottle.

"Product placement is here and it's here to stay," says Jenny Turnbull, a Los Angeles agent who has made getting screen time for California wines a key part of her business.

Wine has paired with movies for decades _ James Bond baffled a villain or two with his vintage know-how. But the connection between Hollywood and wine has picked up in recent years as more vintners seek to get their brands in the picture.

Unlike some other industries, wineries don't generally pay for product placement. Instead, they try to get attention by donating cases of their wine to show biz events and celebrity parties and hiring agents like Turnbull who look for opportunities by reading scripts and keeping in touch with studios.

Full AP story in The Houston Chronicle
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Peter May

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Re: Wine Product Placement: Message in Bottle

by Peter May » Tue Jul 11, 2006 12:57 pm

[quote="Robin Garrecades _ James Bond baffled a villain or two with his vintage know-how.[/quote]

Ian Flemings books, as I recall, were revolutionary in naming specific brands. The later Bond movies definitely used product placement but I think the early ones were just reflecting the books.

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