Creating a Persuasive Brand of Wine: Arlene Dickinson Part 2

We’re back with Arlene Dickinson in this video chat below, one of Canada’s top entrepreneurs who has had phenomenal success in many fields, from television to books; consultancy to consumer products. We’re going about her wine Persuasion.

Let’s start with your own experience with wine: Was wine on the family table when you were growing up?



First time drinking wine?

How did you acquire a taste for good wine?

Do women buy wine differently from men? Women buy 80% of wine as the household purchasers of most consumer goods, the social organizers and dinner planners. Is their approach to wine different?

How would you describe co-host Kevin O’Leary as a wine?

Which came form of Persuasion first: the wine or the book?

Do you see any similarities between writing a book and making a wine?

What’s the difference between having a financial interest in a company or wine, and a creative one?

Do you think that a $40 wine can be a bargain?

If you could share a glass of wine with anyone in history?


You’ll find part one of our conversation here:

Business, Branding, Wine and Women: Dragon’s Den Host Arlene Dickinson talks about her experiences both within and outside the wine industry


You can watch more celebrity wine video interviews.



Persuasion Dragon Blend, California

Arlene Dickinson, the marketing maven on the television show Dragon’s Den, used her business savvy to launch a Sonoma blend of cabernet and merlot called Persuasion last year. She says that some vintages are aggressive and come on strong (presumably like her co-host Kevin O’Leary), while others are smoother, more balanced, more confident of their worth.

I wasn’t convinced that Persuasion was anything more than a cash cow extension of Dickinson’s other products such as coffee, chocolate and skin care. Then I tried it. The business case is in the bottle. This robust red is balanced, complex and rich—like Arlene herself. Food matches: prime rib, filet mignon, grilled pork chops, lamb with rosemary. Drink: 2012 – 2017 Product number: 736211413314  Alcohol level: 14.4% Dry  750 ml $40.00 Score 93/100.

Persuasion is sold in Alberta, Saskatchewan and Manitoba at select liquor retailers and through the agency Fluid Imports 403-873-1615, [email protected]. In Ontario, order Persuasion through [email protected]. The wine is made by Thomas George Estates in the Russian River region of California.






You may also enjoy these video chats:

Canada’s 1st Google Video Wine Tasting: Top up your glass, break of a chunk of your favourite cheese and join the tasting conversation.

Restaurant Wine Service: The good, the bad and the ugly with Scott Carney, Master Sommelier

Sideways mega-hit wine movie & book: Author Rex Pickett on why pinot noir sales skyrocketed after the movie and merlot plummeted. How he learned about wine to write the book.

See all wine video chats here.

Is there someone else with a fascinating wine story whom you think I should interview?

Please e-mail me: [email protected]





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