Sunday, July 29, 2007
Disney Backs Off Ratatouille Chardonnay
Disney is a merchandising machine. The company also does not shy away from alcohol -- just visit Epcot Center and you will find you can drink your way from Germany to Canada and never get on board a jet.
However, Walt Disney Co. has decided not to mix the two when it somes to a popular kids film. Disney opted to back away from a promotion involving Costco just as the warehouse chain was set to sell Ratatouille Chardonnay, a white wine from Burgundy.
Ratatouille is the main character of the Disney-Pixar movie of the same name. The plot line involves a rat in Paris that loves fine cuisine. The promotion was drawing criticism from people who feared it would encourage underage drinking and some California winemakers.