Nielsen: Supermarket Shoppers Reaching for Celebrity Wine

SCHAUMBURG, Ill. — Supermarket sales of alcoholic beverages that are branded with the name of a celebrity or directly associated with a famous person are gaining momentum, according to the Nielsen Co. Celebrity wine sales climbed nearly 19% in grocery stores compared to last year. They represent 0.9% of total wine sales. Celebrity spirits are experiencing the same growth rate (19%) in grocery stores. “While some celebrities have had a long-standing personal affinity for these product categories, others view these products as extensions of their established ‘lifestyle brands’ and have connected with willing supplier partners to produce and market them,” said Richard Hurst, senior vice president of beverage alcohol for the Nielsen Co., in a statement. “Some suppliers, particularly wine suppliers, do not have the resources to launch big advertising and promotional campaigns, and a celebrity can lend a brand instant recognition.” Francis Ford Coppola, Mike Ditka, Martha Stewart and Paul Newman are among the celebrities linked to wine.

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