CELEBRITY WINE ENDORSEMENT IS A DOUBLE-EDGED SWORD WARN MARKETING EXPERTS
November 1st, 2007
BY PHILIPPA JONES, in Paris
UNTIL recently, the only link between ageing British crooner Cliff Richard and wine was a Christmas hit single. However, Cliff is now as well known for his Vida Nova as for his chart-topper Mistletoe and Wine. He has joined the growing list of celebrities who have decided to put their name to a bottle of plonk. It is unclear whether most of them are committed oenophiles or whether they simply see the wine connection as a way to enhance their image and make a quick buck. Whatever the case, celebrity endorsement of wine appears to be a ...
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