I saw this shelf sign at a local supermarket today…somewhere between the Pinot and the Zinfandel, if I recall correctly.
I may be a bit out of the loop on current marketing trends, but I’d never heard of this as a distinct category.
What does it mean, if anything, or what qualities does it connote? The wine aisle at this market already has labeled sections for Pinot, Cabernet, imports, etc., so I don’t know (for example) why a Pinot would end up in “Lifestyle” rather than “Pinot.” Thoughts?
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I think “lifestyle wine” is the super market equivalent of ‘balla wine’ at WB.
I think it’s wine for swingers.
More seriously, lifestyle branding is the idea that the brand promotes/displays a certain lifestyle in using its product. It kinda seems appropriate to me for some wines. I don’t think there’s anything wrong with a brand trying to become a “lifestyle brand”, as just about anything that helps sell wine is, to me, a positive, but it does strike me as odd that it’d be displayed using that term. Better to say “laid-back wines” or “party time wines” or “exclusive wines”, I’d think.
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it’s so bad you’d only want to drink it if it’s your chosen lifestyle wine?
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I guess it means that drinking bad wine is a lifestyle.
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Whilst perhaps intended to mean classy but relaxed, invariably when I see ‘lifestyle’ anything over here it appears to be cheap tat fluffed up to make it appear more interesting. It doesn’t, it’s still cheap tat, but now with a streak of pomposity.
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I think this counts.
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When I was in the California surf clothing industry we chose to call it ‘lifestyle apparel’ because, as I used to remind people: they don’t have palm trees and surf in Cleveland. Wine, on the other hand, is the same everywhere I’d think.
I have tried it. They should call in gin 'n juice and sugar.
Although, I haven’t tried it with pot, so maybe I haven’t paired it properly.
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The term lifestyle wines sorta depends on which lifestyle we talking about:
A couple of examples:
Caymus, Silver Oak, Rombauer = Rich white people who like chain Steakhouses
Mateus, Thunderbird, MadDog 20/20 = living under a bridge, keeping warm with a burn barrel
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A new way to virtue signal?
You don’t think LVMH doesn’t position Dom as a lifestyle brand? Let alone the makers of most wines when you visit their hospitality/tasting rooms?
Fashion houses. Carmakers. Most luxury brands. All are lifestyle brands.
Now, that doesn’t mean that the retailer here is including Dom in this identified shelf space. But just because a wine promotes a lifestyle doesn’t equate to the wine being plonk.
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Calling something virtue signaling is itself virtue signaling.
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What wines were below the sign? It doesn’t look like the wines above it are faced for sale.
Wines promoted by Influencers?
totally agree, but I sort of feel like stating it upfront pushes it to towards “because we said so, not because it merits”…
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I think Hampton Water is a lifestyle wine….
Oh, yeah. That’s objectively weird.
I agree, it’s not the concept that’s so weird, it’s the sign. Even if (insert wine name here) is a “lifestyle wine” in the same way that other products are marketed as “lifestyle” products, who’s going to go into a wine shop and look for the “lifestyle wine” section, in order to find (insert wine name here)?
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If you don’t know then its not you…?
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