CERES — Bronco Wine Co. has lined up hip-hop artist Warren G to market its Allure brand of sparkling moscato.
The company, based near Ceres, will use him in a campaign that includes print, television and social media.
"It's official! I just signed a deal with Allure Moscato!!" Warren G said in a tweet reported last week in the online version of Wine Spectator magazine.
That's how news gets around these days in the wine industry, which aims to expand its marketing to nontraditional drinkers.
The Allure brand fits that description: It comes in pink and white moscato, part of today's trend toward sweeter wines, as well as a peach-flavored wine. They sell for a suggested $12.99 for a 750-milliliter bottle.
Warren G has made a name for himself as a hip-hop performer, producer and DJ. He performed early in his career with friends Nate Dogg and Snoop Dogg and had a major hit with "Regulate" in 1994. He appeared at X-Fest in Modesto in 2010.
"It's exciting to be in the wine business, and I know we can bring a lot of pleasure to our consuming audience," Warren G said in a news release. "I'm looking forward to sharing my favorite pink moscato with everyone."
Bronco, the nation's fifth-
largest wine producer and largest vineyard owner, is sold under more than 100 brands around the world.
"We're very pleased to be working with Warren G, who has the bright, lively style of our Allure wines and the same belief in top quality and value," said Fred Franzia, chief executive officer at Bronco, in the release. "I'm impressed by Warren G's interest in wines, and I know we're going to have a big success."
Bee staff writer John Holland can be reached at firstname.lastname@example.org or (209) 578-2385.