Would you let Mickey be your guide to wine?
Interest in wine in America is rapidly expanding, there’s no doubt about that. According to a story in today’s WSJ [$ link], Walt Disney Co. is considering wine in a new line of niche offerings including pirate themed resorts, a cruise line, and “family casinos”–without gambling. Cut to the wine part:
In the near term, the company is using the Disney name to expand in other areas of the travel business. For example, it is ramping up an operation called “Adventures by Disney,” in which travelers pay for guided Disney tours to popular destinations including Italy and Ireland…”It’s not Mickey Mouse goes to the mountains,” says Ed Baklor, who heads the Adventures business. “Instead we’re telling a local story with local characters…” The trips also try to entertain both adults and kids: On the Tuscany trip, adults go on a wine tasting while kids do a gelato tasting.
Hmm, sounds plausible–perhaps even fun. But the details are, of course, in the execution. And if the casinos without gambling are a sign, this might just be an ersatz wine experience in the heart of the rolling hills of Tuscany. Will Disney lead their guests to only big producers who pay to be included on the itinerary? Will the local guides talk about the internationalization of Chianti wines and the Super Tuscan phenomenon? Will they lead guests to the many exciting, off-the-beaten-path regions of Italy? Doubtful. And, finally, will the kids have sangiovese gelato?
tags: wine | wine tours | walt disney
On February 8th, 2007 at 11:08 am ,Anonymous wrote:
“”family casinos” without gambling” – how is that a casino, exactly?
I’m sure the wineries visited will be ones that the guides get kickbacks from.
There’s one good thing about this whole enterprise; the rest of us won’t have to run into these people taking these tours/cruises – we’ll be doing something real instead, and a a bonus, not have to view Disney logos everywhere.
On February 8th, 2007 at 11:11 am ,Anonymous wrote:
ACK!!!! The Disneyfication of Tuscany has begun–or wait, entered a new phase.