"PGA Tour uncorks specialty licensing effort" by Sarah Zdesarv8, i 39 pg8

When I first saw this article, I was pretty shocked. I thought that the bottle of PGA Tour wine that we have at our house was a special bottle, one-of-a-kind, never before made, but to my surprise, the PGA Tour is in deal discussions to license their own wine. As one of the most recognizable brands, it is no wonder that PGA Tour Wine, made by Costa Mesa, California-based Bermuda Triangle Ventures has jumped at the opportunity to take on this venture. With an organization who made a 2004 revenue of $819 million, the projected $1.5 million for the Tour at the five-year projection of $15 million doesn't seem like alot, but the way these bottles are flying off of the shelves, it could make a significant impact in the future.
Because of the success of these vinos, many other products and merchandise can be looked at to be taken over by the PGA. The following, which usually is a following of high profile businessman and celebrities, can generate a possible business/franchise takeover. Of course it is hard to judege exactly what the consumer will purchase, and usually takes years of startegey and planning to decide what new product the specific consumer will enjoy, I think the PGA Tour hit the nail on the head when they chose to pursue the wine industry. It seems to me, since I am close friends with a new PGA member and his wife, that that type of "crowd" tends to enjoy wine on a regular basis. Everytime we have ever been somewhere, or even an evening at their house, a nice glass of chardonnay or cabernet was always involved. And since there is a bar at every golf course in America, and ther are 17,800 golf courses, I guess they knew exactly what they were doing when they came out with this profitable and delicious product.