Cruising through Dan Murphy’s the other day I was stopped in my tracks after passing a new product display. Backing up thinking ‘did I just see what I thought I saw?’, sure enough. I did see what I thought I saw.
And I still can’t reconcile it:
AC/DC branded wine.
That’s right. AC/DC of ‘Back in Black’ and ‘Thunder’ fame.
Hard living guitar toting rockers…making quality shiraz???
Now don’t get me wrong. I love AC/DC. My hubby is a big time Acca Dacca bogan from way back. And he loves wine. So of course being a market researcher and wondering who would be the target market for such a seemingly strange combination of brand and product, I asked him if he would ever buy it.
He laughed and said ‘no way!’ Then made a joke about ‘maybe if it came in a flagon so that you could scull it!’ And then asked ‘why aren’t they making whiskey or something?’
As a researcher I’m always open to the idea that my attitudes could be quite different to other people’s. So is this a disastrous marketing failure waiting to happen or am I missing something??? Maybe?
In true market research fashion I’ve since asked a lot of people what they think of this idea, because the apparent paradox is driving me crazy! So far the response has been consistently anti. But I still find myself wanting to stalk people in Dan Murphy’s, hopefully spot someone buying ‘Back in Black Shiraz’ and then ask a load of probing questions…
This is why I love research – I have an overwhelming need to ‘get it’. I need to find the person who would buy Back in Black Shiraz, Highway to Hell Cabernet Sauvignon or You Shook Me All Night Long Moscato.… because I want them to explain it to me…!
So if you’re out there. Please get in touch.