In Defense of Wine-Assisted Good Times

The copy from the Woodbridge by Robert Mondavi ad in the December edition of Saveur is simple and clear.

“6 friends. Any Tuesday evening. 2 hours enjoying the conversation. 1 bottle of [photo of Woodbridge by Robert Mondavi 2005 Cabernet Sauvignon].”

One reader’s reaction (namely mine): What kind of host invites over five friends for two hours and serves ONE BOTTLE OF WINE? Is Robert Mondavi trying to appeal to joyless spendthrifts? Or is it subtly implying that its wine is so powerful that it can be doled out in shots rather than glasses?

Some ideas for more realistic ad copy:

“2 friends. Any Tuesday evening. 1 hour enjoying the conversation, 1 hour of sloppy making out, later regretted. 1 bottle of [photo of Woodbridge by Robert Mondavi 2005 Cabernet Sauvignon].”

“6 friends. Any Tuesday evening. 2 hours enjoying the conversation. 2 bottles of [photo of Woodbridge by Robert Mondavi 2005 Cabernet Sauvignon], which is pretty much enough for people to have sufficient wine to actually enjoy the evening, as opposed to less than a glass each. Also, 1 taxi split five ways.”

“6 friends. Any Tuesday evening. 2 hours of shouting at people out the window and fistfighting. 6 bottles of [photo of Jim Beam].”

Admittedly, that last ad wouldn’t really be doing anyone any favors.

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