Wine, what are saving it for?

[Thomas]

So guys, those who don't drink wine now "might" get the message (although I doubt it).

The ad campaign's goal is NOT to talk to those who do not drink wine, but to talk to those who already do drink wine -- that is how it was laid out to me. They say the plan is to get present wine consumers to drink more, and that it would be costly to try to get non wine drinkers to drink wine. That is what I was told!

On the price issue, I do not think the ads have to say much about price, except that wine is affordable. The problem is, according to what I was told, tha Wine Council believes that $10 a day for a bottle of wine is affordable to its audience for the ads. That sounds to me like the non wine drinkers are not being addressed. I wonder if the visuals they use for the ads will be lifestyle visuals that do not address the non wine drinkers.