Forget the Millennials: The Unfaithful, Untapped Consumer Group

The wine world loves to debate whether the millennial generation is their key to future profits. I even weighed in with my thoughts (as a millennial) as to how we like to be marketed to. But then it occurred to me: Gen Y may be a decent long term plan, but a group has really presented itself in the last couple of years that has to be ripe for the picking. When a good percentage of people in the public view get caught doing something, rest assured that there are hundreds of thousands of people doing the same thing that we will never, ever hear about. If 5% of public figures who are male are discovered as cheaters, that means at least 15% of them are doing it. And if 15% of the male general public are also doing this then we have a HUGE untapped market. Just think of the first 5 things that occur to me and makes them a better wine consumer group than Millennials:

1) They are all over 21

2) They tend to have disposable income (even if most of it is Sandra's)

3) They all have either enough ego, or enough shame that they could probably use a drink

4) They all have relationships in their lives that they need to hush with gifts

5) A new spokesperson emerges every few weeks

If this doesn't smell of opportunity I don't know what does. But then again my nose is a little unreliable. Here are some possible celebrity endorsements that could really get this thing going:

S.C. Governor Mark Sanford - He recommends a Pearmund Cellars Malbec. This little beauty comes from the heart of Appalachia in Virgina both verifying your alibi but also appearing very heartfelt when it shows up as a gift in Argentina.

Tiger Woods - Obviously he opts for a 19th Hole 2007 Sonoma County Limited Merlot. This self-proclaimed 'Wine for your 19th hole' not only reminds the little lady who she is with, but also subtly doesn't allow her to forget that she ain't exactly your first trip down this road.

Sen. Larry Craig - Can't pass up a small bottle of airline wine (ordering white zinfandel is sort of a subtle wink to the flight attendant). Plus the smaller bottles fit nicely under those darn stall walls with low floor clearance.

Bill Clinton - Easy choice for the ex-President, always leaning towards an inexpensive, but delicious, Hardy's Whiskers Blake Tawny Port. The charisma of this little bottle makes half-baked ideas seem better than they are, at the time, and it really livens up a stale cigar.

Rev. Ted Haggard - Probably from a marketing standpoint we need to steer clear of this guy. He has apparently exited a program in which he was able to pray away the grape, and is no longer drinking wine.

If we can get 10% of cheaters to increase their wine consumption based on a few well placed endorsements I think we can make a fortune off this deal. Any other endorsements you can think of?