Was it tough to get Sanrio to agree to let you put Hello Kitty on an alcoholic beverage? Her image is very sweet and innocent, after all.
Drew Hibbert, CEO of Innovation Spirits (which will be marketing the wine here in the United States): I was not involved in the original approval process, but my limited experience with Sanrio indicates to me that they see the Hello Kitty brand identity as being somewhat mature at this stage and open to all kinds of product interpretations. Our tagline for the wine products is "Our favorite girl has grown up", which is done intentionally to indicate that Hello Kitty, in her 35 years of existence, has crossed over from being a children's brand to being a brand for children and adults alike.
Undoubtedly will not taste like my favorite bottle of Beaujolais but it sure is cute. I also like that I'm about the same age as Hello Kitty. I can totally go buy this without feeling silly. ;) Thanks for sending @connietsao, I'll be be on the lookout next time I'm shopping.
