Mickey rat comes to wine

What are you queuing up for on Friday? An iPhone you say? Well, some may queue up for Ratatouille, what looks to be an entertaining movie from Pixar/Disney about an epicurean rat living in Paris. (Epicure indeed as Thomas Keller consulted on the cooking.) And in the story, the rat has to cook a big meal for a critic with the wonderful name of Ego.

Anyway, now starts the branding of sidelines and related merchandise. According to this Reuters story, this lineup will include a wine:

For the first time, Disney will offer red and white wines to compliment the film’s backdrop, a five-star Parisian restaurant, as well as cheese platters, both from Costco Wholesale Corp.

Another story elaborates that “The chardonnay, from the Burgundy region in France and bearing the Ratatouille name and likeness, will sell for $12.99.”

No details about the producer or the importer. While I’ve heard of celebrity endorsed wines, I’ve never before heard of a wine sold on the strength of an animated rodent. Consider it a celebrity/critter label.

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2 Responses to “Mickey rat comes to wine”

  1. Seriously? For those of us with younger children we are used to getting the product pushes for each and every movie that comes out. Products arrive before the movie is even released, causing children to beg for toys depicting characters they know nothing about. They arrive in our kids’ meals, in the stores, on candy wrappers and other food goods. But this is crossing the line. Aren’t parents accosted enough without Disney spoiling our alcohol consumption as well? The sad part is that it’s probably quite a nice wine and will sell well, heck I might even want to try a bottle for kicks. To the marketing geniuses at Disney I salute you, but please don’t make me toast you. Leave mom’s wine out of it.

  2. […] Ratatouille wine Before one bottle was on shelves, Disney canceled a Ratatouille branded wine. Was it because the wine was French while Disney’s home is in California, coincidentally also […]


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