In the past decade, yoga has been used to sell cars, watches, jewellery, in addition to yoga products such as mats and clothes.
But for the first time, yoga is used in an ad campaign for wine with Colleen Saidman Yee, the Yoga Journal Buzz blog reported today. “Saidman, the founder of Yoga Shanti studio in New York and wife of Rodney Yee, is featured in Estancia’s “Uncommon Balance” campaign, which pairs the California winery’s Pinot Noir and Chardonnay wines with self-care tips and essential oils.”
The pairing of yoga and alcohol got a strong reaction from people on the Yoga Journal Facebook page. The conversation ranged from dismay about using yoga to promote wine, to defenses of alcohol, and to pleas to just stop being so critical and judgmental.
But seriously, as much as I love wine (among other kinds of alcohol) I also recognize that drinking booze is kind of contradictory to yoga teachings. And it’s rather irresponsible for a high profile “superstar” yoga teacher to endorse a company that makes wine – and be paid for it.
1. a form of marketing in which yoga or an image of yogic lifestyle is used to make an otherwise unrelated product appear to be in line with yogic principles. 2. the act of using yoga or an image of yogic lifestyle to sell an unrelated product. 3. a form of spin or marketing intended to deceive consumers into believing that a product is related to yogic practice or theory when in fact it is not.
What do you think about using yoga to market and sell wine?