Tuesday, August 16, 2011

If You Want Brand Over-Extension (You've Got It)

Highway to Hell Cabernet Sauvignon, Hells Bells Sauvignon Blanc and You Shook Me All Night Long Muscat. Seriously?

Oh, God...

BBC reports that AC/DC is launching its own range of Australian wines, to be sold in Woolworths stores across the country starting Thursday.

It's been a long time since Bon Scott drank himself to death in the back of a car. In the 21st century, AC/DC is a brand as the aging rockers continue to perform heavily-merchandised world tours. So from a business perspective, the wines are just one more way to appeal to the band's base of settled-down baby boomers and gen-Xers. But is it just a touch too much?

The AC/DC brand won't be hurt, in the long run, because it has so much established power. But it's still disappointing to see such a cynical move into the middlebrow.

(Plus, where's the "Whole Lotta Rosé"?)

1 comment:

  1. Oh dear. That's massive over-extension.

    What is there about wine that lends itself to AC/DC (apart from thumping headaches perhaps) or vice versa?

    If brands are to extend, then it needs to be in line with core values and proposition. Not like this...