Jack Daniels in Bed With Virgin
OK, so maybe that needs a little bit of explanation...It was announced this week that Brown-Forman, the company that owns Jack Daniels, will partner with billionaire Richard Branson's Virgin brand to create a new line of wines. Virgin, which is already known for its young and hip attitude in the cell phone, music and airline industries, will use its cool image to try to lure younger drinkers into wine country.
The new line, called "Virgin Vines," will feature screw tops for the cork-ophobic, and slogans like "Unscrew it, let's do it." Not only will the wines move away from the typical image of uptight sippers spitting perfectly good wine into buckets, the wine will also have an attractive price. Full 750 ml bottles will most likely range from $8-$10, and four-packs of smaller 187 ml bottles will also cost about $9. With such low prices and the ability to sell the smaller bottles at concerts and stadiums, Virgin hopes to take the youth market by storm.
Read more about Virgin Vines at courier-journal.com.
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Posted by Jake Jamieson at September 15, 2005 8:17 AM