If I was in Montreal, I’d be tempted to go. Dan Aykroyd, the famous Canadian actor of Saturday Night Live fame will be touring Montreal, today and tomorrow (June 25 and 26), to present the line of wines that bear his name. He’ll be visiting three SAQ stores (see the list here) over the two days, to give the drinking public a taste of what’s bottled for him by Diamond Estates Wines and Spirits, the company behind Lakeview Cellar Wines, East Dell and 20 Bees, among other things.
If I could go, I’d certainly ask him what the deal is with all the celebrity wines appearing on the scene, this past couple of years. Like the Madonna, Kiss and Streisand wines from Celebrity Cellars. Or the Mike Weir and Wayne Gretzky wines made by Creekside Wines. Or the icewines and Napa Cab made for the Rolling Stones by Ex Nihilo Vineyards.
I’d ask him if he sees a difference between having a line of wines made by someone else, with your name on it, from various vineyards from here and there (Dan Aykroyd’s wines are sometimes VQA, sometimes not, sometimes from Canada, sometimes from Sonoma…), and actually owning your vineyards. Like Sting’s Il Palagio Sumner Family wines from Tuscany, Gérard Depardieu in the Loire, David and Victoria Beckham in California, Sam Neill in New Zealand, or even Francis Ford Coppola in California – although that last case definitely has more winemaking tradition in it than just celebrity trendiness.
Wine is certainly fashionable, if celebrities enjoy having their names on labels. It equates with luxury, health, pleasure, the good life. A good association if there ever was one. And you can even make a noble statement about biodiversity, the environment, and farming tradition – as the Sumners do in their biodynamic estate in Italy.
Oh, and by the way, I’ve had one of the Dan Aykroyd Discovery Series wines, before. The chardonnay, on a summer trip in Ontario. And no, it didn’t taste funny, despite my attempt at humor in the title. It wasn’t memorable, but it was simple and easy-drinking. In other words, it was fun.