Disney Gets Drunk with Rats

Filed in archive Wine Making on June 30, 2007

Okay, sorry, but I couldn't resist that blog title ;) Along with selling us t-shirts, movies, and well, just about everything else, The Mouse, as we call Walt Disney World down here in the South, is looking to become a winemaker as well. From Walt Disney Co., aiming to attract adults, is branching out into furniture, linens and even wine:

Disney is launching a wine label via Issaquah, Washinton-based costco wholesale Corp. that is based on its upcoming animated film "Ratatouille," the tale of a rat who wants to become a French chef. The chardonnay, from the Burgundy region in France and bearing the Ratatouille name and likeness, will sell for $12.99 (9.65 EUR).

The licensed products, targeted at adults and devoid of mouse ears, underscores Disney's push to gain a deeper foothold on more sophisticated consumer products.