John Legend has been know for his ability to do so many things well. From starting his career at Boston Consulting Group to creating a nonprofit Free America focused on mass incarceration in America to becoming what most people know him for, a music legend (pun intended)! However, John Legend has decided to further diversify his talents by entering the wine business.
John Legend along with Jean-Charles Boisset have created the LVE wine label which stands for Legend Vineyard Exclusive. This label created three wines prior to their Rose which is now their fourth! One of the reasons that John Legend wannted to enter the space is because "Wine has a kind of connection to luxery, and if you can make it in a price range that's available to a lot of people, they want access to it".
Last year John Legend found multiple ways to combine his musical talent with his wine label. For example, he had a piano installed at a wine tasting room in Beverly Hills where he plans to drop in for impromptu performances. In addition, he played at a wine-fueled outdoor concert where he played some of his most popular songs as well as some of the newer ones.
John Legend is definitely not the only celebrity in the space. As we have seen with a lot of other consumer products, celebrity brands have been winning out even if they are not technically the best product. Will this trend occur in the Wine Industry or will consumers hold strong to quality? And how does this answer change for millennial wine consumers versus some of the older generations?
This is particularly interesting given the waves Chrissy Teigan has been making in the food world through her cookbooks. When I was at Blue Apron we did a collaboration with her as part of a promotion and a few of my colleagues got to travel out to LA to cook with her as part of refining the recipe. Her cookbook, Cravings: Recipes for All the Food You Want to Eat, literally has 5 stars across 1,666 reviews!! It will be interesting to see whether they try to keep their brands separate or will try to parlay the success of one into the other.
ReplyDeleteSources:
https://www.amazon.com/Cravings-Recipes-All-Food-Want/dp/1101903910