Celebrity wines have proliferated in recent years. In fact, so has celebrity everything from books to cookware. We are in the era of the brand extension!
So it was no surprise to see headlines this spring that the revamped Chateau Miraval rosé, from the provencal estate of Brad Pitt and Angelina Jolie, had “sold out to the trade in five hours.” The subtext was that the Brangelina rosé was going to be hot and you would be lucky to get some.
Yet in the past couple of weeks, I’ve seen the wine on store shelves, wine.com just pushed it today in an email, and one store even had it on closeout. What gives? Dry rosé is such a hot category, Brangelina’s star power is en fuego, the Perrin family of Beaucastel is involved in the production, and the $25 wine has distinctive packaging so it really seems logical that wine would have told out quickly. But it hasn’t “Gone in 60 Seconds.” Watch for their names to appear in bigger font for the 2013 vintage.