Here is a tale of savvy branding, chutzpah, bubbles - and a mask.
Tonight, when ABC airs a special edition of its hit show “The Bachelorette,” a surreptitious form of advertising will work its way into the program.
Jeff Medolla, the Clayton entrepreneur known to “Bachelorette” viewers as “masked Jeff” or just “the guy in the mask,” will return for the “Men Tell All” episode, during which the men kicked off the show during the regular season gather for a postmortem of sorts.
The show will give Medolla, 35, yet more air time, he hopes, to give his latest venture a bigger buzz.
Late last year, Medolla helped launch Freaky Muscato, a sparkling, bubbly wine made by Ste. Genevieve-based Crown Valley Winery. His masked-man semi-fame, which for a time became fodder for late-night talk shows and reality show blogs, has helped him get the word out.
“As soon as you get kicked off the show, no one wants to talk to you. But I had the mask. I had 15 radio stations and 20 magazines calling me,” Medolla said in a recent
interview. “I have this opportunity to go promote the wine. I’m not just any guy.”
Medolla says he conceived of the whole mask-donning concept as a way to promote Freaky. “It was a joke with a cool message,” he said. “But I also did it for business.”
Freaky, a bubbly blend of muscato grapes, appears to be the lucky beneficiary of some oddball circumstances - and not just Medolla’s notoriety. Freaky’s association with local hip-hop artists the St. Lunatics lends the brand street cred among hip-hop fans, its target audience. Also, the growing popularity of muscato (also know as moscato or muscat) is appealing to people who want to “trade down” from other sparkling wines in a less-than-sparkling economy.
“Muscatos are the hottest thing going,” said Bryan Siddle, operations manager at Crown Valley.
Freaky seems to be riding high on the trend. “I’m buying 50 cases at time,” says Jase Bennett, a wine buyer at Randall’s Wine and Spirits.
“It sells very well.”
Wine industry analysts said they know of only one other hip-hop wine venture - rapper Lil Jon’s Little Jonathan Winery - but the wine-rapper pairing might be the start of larger movement.
“I think it’s a unique idea. Just given wine and the hip-hop community, it’s not their typical choice,” said Derek Groff, of Frank, Rimerman & Co., a wine-focused accounting and consulting firm in California’s Napa Valley.
“The hip-hop community has been a trendsetter for decades now. Whether it’s clothes or drinks, they’re using their leverage with new brands. Maybe the next phase will be wine.”
The idea for Freaky was born, Medolla recalled, as he was driving down the highway listening to music - country music, oddly. But his mind, apparently, was on hip-hop.
“In all of hip-hop music they use the word