As further evidence of wine's inexorable march to the fore of America's pop culture consciousness, Estancia today announced its official sponsorship of the new LeAnn Rimes video, Good Friends and a Glass of Wine. The video - which features the famed country chanteuse and a bevy of her real-life friends relaxing while sipping Estancia Pinot Noir and Chardonnay - celebrates the role of wine in creating an atmosphere of reflection and rejuvenation after a hard day's work.
The announcement marks another high note for wine as it continues to grow in popularity among Americans of all (legally appropriate) ages and socioeconomic backgrounds. It also comes across as a well-timed strategic move by Estancia - a long-established brand seeking to update its image by way of a staring role in a chart-topping song by one of today's most popular young musicians. Sounds right on key to me.