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Bravo's Top Chef Begins Licensing New Products

Coming Soon: Top Chef-Branded Chardonnay and Carnations

Sounds like Iron Chef wines will need to make room for some company: Top Chef wines. The New York Times reports that Bravo is moving beyond mere product placement on its shows, and is licensing its own line of products. Besides wine, the cable network's planning floral arrangements, cutlery, and cooking classes. In case your screen wasn't sufficiently overwhelmed with product plugs from Glad, Swanson, and Diet Dr Pepper, future Top Chef episodes will feature food-and-flora arrangements (such as a mix of daisies and brussels sprouts) in the background, with an onscreen graphic telling where to purchase the products.

Want to chop like a cheftestant? There'll also be branded knives from Master Cutlery and online cooking classes led by the contestants. You can sit back, relax, and enjoy the show while sipping on TC wines by Terlato Wines International, the group behind big labels like Santa Margherita and Rutherford Hill.

With waning advertising revenue, a number of media brands have turned to product licensing to bring in much-needed profits. In the past, Bravo charged a fee for featuring the likes of Glad and Swanson on Top Chef. But with its new licensing arrangements, the network will ring in even more money, receiving cuts from the sale of all its products sold online.

Do you think this will be a successful strategy for Bravo? Could you see yourself buying Top Chef-branded knives, wine, cooking classes, or flower arrangements?


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wunami wunami 8 years
The shark and ramp and water skis are all lined up. Time for some jumping.
misshouston misshouston 8 years
I think Food Network's already branded everything there is to brand ... except maybe a "pack your knives and go" caddy for those awkward post-elimination moments :-)
aimeeb aimeeb 8 years
Not sure how I feel about this...
ilanac13 ilanac13 8 years
as much as i love the show i can't say that i'd be motivated to buy a product that's from them. i don't know - it's taking the 'brand' a bit too far don't you think?
tlsgirl tlsgirl 8 years
Please no. That show is already getting totally overrun with ridiculous product placements (although admittedly this season wasn't bad as Season 4). Why don't they just turn it into an hour-long commercial already?
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