Hit romance flick Tiny Times has allegedly inspired Chinese to consume more sparkling wine due to its frequent depiction of the beverage. Having reviewed Tiny Times, former editor James T. Griffiths might say it’s also because they want to forget ever having seen the film. But we digress. The Drinks Business reports:
Continuing, the market research company then asked whether this could be China’s Sideways moment, comparing the impact of the Chinese romance drama on the demand for sparkling wine in China to the effect of 2004’s US box-office hit Sideways on Pinot Noir sales in North America.
Wine Intelligence noted that wine, especially sparkling, is frequently shown in the film, which is focused on four young girls who go through different life and career experiences in Shanghai.
According to the company, the film acts as particularly effective promotion for sparkling wine as the characters in Tiny Times are people who Chinese consumers can easily identify, while the fizz features at common occasions, such as graduation parties or birthday parties, as well as at romantic dinners in restaurants.
Hopefully the films (along with that new Hello Kitty champagne) will give the sparkling wine industry a much-needed boost, as the beverage has traditionally floundered in China due to it clashing with the palate and culture. Though if a mention on My Love From a Star can single-handedly revive slumping fried chicken sales, we suspect tiny Times will be able do the same for bubbly.
Perhaps they can market certain sparkling wines as being exactly like the show: saccharine and schmalzy. To be fair (though we don’t want to), despite receiving terrible reviews Tiny Times 1.0 and 2.0 were commercial successes, and a third Tiny Times is slated for July.
[Image via Cfensi]