Bad Kitty? ’Hello Kitty’ Debuts Wine Line in U.S.

The popular Japanese children’s character Hello Kitty is now appearing on a line of branded wines, LA Weekly reported March 25.

Marketed in the U.S. by Innovation Spirits, the wines include bottles adorned with Hello Kitty images, hearts, and neck hangers with miniature Hello Kitty dolls. Prices range from $19.99 to $29.99 per bottle. Varieties include a sparkling brut rose, a half-sized “Sweet Pink,” an “Angel White” and a “Devil Red.”

Drew Hibbert, CEO of Innovation Spirits, said that Sanrio, the owner of Hello Kitty, views the brand 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,” said Hibbert.

Hibbert acknowledged that there is a concern about the Hello Kitty wines appealing to underage drinkers. “My take on it is this: with over 60,000 Hello Kitty [products] in the marketplace and at 35 years old now, she is definitely ready for more adult skewed products,” he said. “I don’t think that the $15,000 dollar Hello Kitty handbags are aimed at children either.”