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Disney Backs Down On Ratatouille Themed Wine

Ratatouille, one of the summer's most entertaining movies (I checked with BuzzSugar), has been so successful in the theaters that Disney jumped at the chance to sell foodie related products. Among them, a California brand of Ratatouille wine with Remy, the cute little rat, on the label. However Disney's plans to introduce the wine at Costco have run into so many road blocks, that they have decided to drop the wine. According to spokesman Gary Foster,

We've decided to just not go through with it. We've been getting a trickle of inquiries and complaints.

Turns out the California Wine Institute was upset about having a California wine represent a movie that encourages and promotes all things French. Also the idea of having a wine based around a children's cartoon outraged the opponents of underage drinking.

I thought the idea of a wine based on the movie was clever and cute, but maybe that's because I always select wines based on their labels... what do you guys think? Are you glad Disney has put a stop to the plans?

Source: LA Times

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Schaianne Schaianne 8 years
This was not one of Disney's more intelligent decisions!
susanec susanec 8 years
It depends where you live, here you can't sell wine in the grocery stores, only in liquor stores (CO). Hence the Costco with the liquor store and separate entrance. They have the wine and liquor there so they can close it on Sundays. I'm still not used to weak beer at the markets and no wine section.
herjoiedevivre herjoiedevivre 8 years
disney and wine? sure, it's okay to let kids have a taste, but why is disney- whose main market is children- trying to do wine? it's totally off. and I'm sure it'd be a big joke to all the huge wine coneisseurs (sp?) anyways.
phonetic phonetic 8 years
Ah yes, because it is obviously Disney's job to keep kids from drinking. It would be way too hard for parents to teach their children a healthy respect for alcohol.Things like this only make alcohol more of a 'forbidden fruit' and so what better way to rebel and feel grown up? Europeans definitely have the right attitude here.
phonetic phonetic 8 years
Ah yes, because it is obviously Disney's job to keep kids from drinking. It would be way too hard for parents to teach their children a healthy respect for alcohol. Things like this only make alcohol more of a 'forbidden fruit' and so what better way to rebel and feel grown up? Europeans definitely have the right attitude here.
4woodhillmanor 4woodhillmanor 8 years
Not really important but I know you can buy wine at costco...I stocked up for my last dinner party there.
susanec susanec 8 years
Also, you can't buy wine in grocery stores (or Costco) here. There's one Costco with a liquor store and it has a separate entrance.
susanec susanec 8 years
Huh. It would never have occured to me to be offended.
UrbanBohemian UrbanBohemian 8 years
I worried about a possible appeal towards children being a Disney product, but at the same time it doesn't mean everything from a family-oriented brand has to be reserved for kids. Being over 21, I loved the movie Ratatouille with and I thought releasing the wine was a cute idea. I would have liked to have tried it.
4woodhillmanor 4woodhillmanor 8 years
I think it's a good thing Disney backed off this one...for some reason I keep envisioning a pink plastic kitchen for little girls that comes complete with a plastic wine bottle, openner, stemware & prozac bottle. Can anyone say Valley of the Dolls?....It's a cute idea from a 20-something prospective though.
mwmsjuly19 mwmsjuly19 8 years
Dumb idea. But cuuuute bottle!
verily verily 8 years
It was just a really bad idea. Seeing a co-branded wine from a children's movie would personally make me NOT want to buy it, and I'm hardly a wine snob. And like many have said, it encourages underage drinking.
Phasekitty Phasekitty 8 years
If they hadn't been selling it at a place like CostCo, where lots of kids would see it, then I think it would have been fine. But since kids can see the rat and get excited and shout that they want Remy, well I can sort of see where they're coming from. By the way, I do the same thing with wine, Party, cute labels for me and chic looking labels if I'm giving it to someone else...that's the extent of my wine selecting knowledge!
rubialala rubialala 8 years
Yeah, I think having a wine based off of a children's movie is not the best idea. Also, when I see food based things with the mice on them, it grosses me out. Even the toys at Disney Store that are like aprons, plates, etc. with the mice, I don't want to buy it.
bfly1133 bfly1133 8 years
One more thing...I don't think this endorses underage drinking at all.
bfly1133 bfly1133 8 years
I guess I am the only one that didn't have a problem with it, besides party. I know most people associate Disney with children, but I associate it more with child-like magic and family. I also have a more European approach to wine and alcohol. :)
llendril llendril 8 years
i agree with the decision. but that label definitely is enticing!
shafiii shafiii 8 years
i think Disney was right to not go through with it. This supports underage drinking and Disney shouldn't promote that, especially when they have stopped prompting smoking as well.
CestLaVie CestLaVie 8 years
Before I read that it is no longer in motion I was surprised that Disney would put it's name on something alcoholic, that just doens't fly with me.
LaLaLaurie06 LaLaLaurie06 8 years
If anyone has seen the movie, do you agree with me that even in the movie wine was a little overused? I mean, the main character gets drunk...and the kids were laughing. Maybe they don't understand it, but I thought there were other ways to get a laugh and to move forward with the plot.
SugarKat SugarKat 8 years
Well, it's a cute label if nothing else. They should put a glass of milk where the wine glass is and still use it for something...I'd hang it in my kids room if she wanted me to.
Chaoticfury Chaoticfury 8 years
Ratatouille itself is a movie that is animation (which is mainly kid-based), but it's plot and humor appeals to adults. I can understand why Disney was favoring this idea in the first place, but in the end their major market is children, not adults. So wine is out. A kitchen set is acceptable (both toy and real, then everybody's happy!)
ALSW ALSW 8 years
I find it odd that they'd even consider a wine, knowing their fan base. Little kids can't buy it, and why would I, as an adult, want a wine with a kiddie movie label?
ailene ailene 8 years
I am glad that Disney didn't go through with it for one of the reasons that you mentioned above. If kids saw wine with one of their favorite characters on it, that might make them want to try wine. It's not good to have cartoon characters promoting products that are not designed for children.
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