I admit it. I am a Neanderthal when it comes to wine. I like my vino cheap, and I make my decisions based on cool graphics and interesting names more than woodsy aftertaste. This is how I came in possession of a 2005 Cabernet Sauvignon ($4.99) from Sasquatch Cellars. Afterall, who better to be an expert vintner than a large, hairy humanoid.
Brand myths, like Sasquatch, can differentiate products in a commodity market. Add a clever back story, which Sasquatch Wine Cellars takes a shot at, can capture a loyal and profitable cult following. Presumably the tin foil hat crowd in Sasquatch’s case. Here’s the upshot: when you uncork your Cabernet for a romantic evening, it cannot smell and taste like benzene. It doesn’t matter how sturdy and robust the marketing is if the product stinks.