Hockey Trying To Expand It’s Audience

I’ve written previously that the National Hockey League may have already Jumped The Shark with the proposed rules changes and the gimmicks of outdoor games and games in other continents, but this latest news has to take the cake!

According to the Chicago Sun-Times, via Kukla, the National Hockey League Alumni Association has unveiled a “Signature Wine Collection” of all things.

The collection bears the likeness of some of the NHL’s All-Time greats and is composed of a 12-bottle collection—six Chardonnays, six Cabernet Sauvignons.

I guess we can say adios to those screaming hardcore fans with the beer dispensing plastic helmets and the fog horns.

We must make way for the new hockey fans who will provide our favorite team with a well-timed “golf-clap” and a barely audible “bravo” following a goal by the home squad.

In Chicago, the two wines, produced by Ironstone Vineyards of Murphys, Calif., are Bobby Hull’s “Golden Jet” 2007 Chardonnay and Tony Esposito’s “Tony O” 2005 Cabernet. The wines are actually sold in the United Center’s restaurants and suites.
And, for a small fee, may be accompanied by a detoxifying seaweed wrap and a warm stone pedicure.
(*Note Sarcasm)

Like Feeding Lettuce to a Lion

It is well-known and documented that Beer is the preferred beverage of the sports fan. It will be a cold day in H-E-Double Hockey Sticks when Wine out-sells beer at a hockey game!

The marketing staff at Anheuser Busch and Coors-Molson were not born yesterday. Do you think we would see the amount of advertising spend on hockey that we currently do if the “Beer drinking demographic” didn’t dominate hockey fandom? It’s called market research.

Sure, there is a small niche market that will purchase wine at hockey venues and that is fine. However, I have a hard time swallowing (pardon the pun) the fact that a line of “hockey-related wines” is going to swing the demographic just because it depicts the likeness of a hockey legend.

An Older Gentler Hockey Fan

The article goes on to mention that “tastes change as people get older…Women especially might not want to guzzle a 12-pack while watching a game.”

That statement is fair enough, but the research will certainly show that “older women” comprise a very small minority of hockey fans.

The wine is a novelty or micro-niche product at best. However, it may garner some attention among fans as a collectible or gift due to the relatively low price tag of $15.00/bottle. Call me “unsophisticated“, but I can’t see this being a wildly successful product.

So, the next time you visit your local liquor mart, instead of reaching for that case of Coors Light for you and your friends, maybe a nice Chablis or Shiraz would better whet their appetite? Just don’t forget to bring your purse!