Wine, what are saving it for?

[Thomas]

I fully agree with the curm on this, (JM, we gotta stop agreeing so much).
I talked with Gillespie way back, and as soon as he told me that price is not a factor in the new campaign, I turned off the channel. They talk about not bringing new consumers in, but getting present consumers to drink more. As if price has nothing to do withe either scenario, they intend to ignore it.
The Bozelle people, the ones who created the "Got Milk" and "Other White Meat" commercials, came up with "Wine, What Are You Saving It For?" I am afraid everyone isn't going to like the answer to that question.
Test markets on the slogan and a campaign to see if people remember the slogan (i.e. focus groups) are being done in Albany, NY and (I beleive) Houston, Tx.
Lots of money will be spent, or should I say mis-spent.
Incidentally, Amshih makes one of the best points about wine I have ever read or heard -- until it is taken less seriously in America, it will remain less consumed.