http://www.ocregister.com/ocregister...le_1270414.php
A big swig of stardom
Shoppers jam a Fountain Valley Costco as rock 'n' roll drummer Mick Fleetwood drops by to promote his wines.
By DEEPA BHARATH
THE ORANGE COUNTY REGISTER
FOUNTAIN VALLEY – Martha Burcaw was standing by the polished oak furniture Friday afternoon at Costco.
The Newport Beach resident wasn't looking at pickle jars, Halloween and Christmas decorations, or baked goods that lined the aisles.
What Burcaw, 56, couldn't stop looking at was her hero, the co-founder of the rock music group Fleetwood Mac, sitting at a table on Aisle 135 signing bottles of his brand of wine, Mick Fleetwood Private Cellar.
A line with more than 200 fans snaked in and out of the aisles, "all the way to the diapers" as one fan put it.
"I can't believe he's here," said Burcaw, who recalled covering the walls of her room with psychedelic Fleetwood Mac posters. "I just can't believe it's him sitting here in Costco."
It's not so surprising that Fleetwood brought his wine selection to Costco. During the past several years discount warehouse stores have attracted a host of product-touting celebrities, from President Clinton to rock band Aerosmith.
Costco officials say they enjoy the "surprise element" these celebrity appearances present to their customers.
"It enhances their shopping experience," said Tina Boyle, a regional buyer for Costco. "It makes things a little more exciting for all of us."
The surprise element was in evidence Friday as excited shoppers called family members and friends to take orders for autographed wine bottles. Others snapped photographs of Fleetwood on their cell phones.
Fleetwood said wine has been his passion for the past 15 years.
Four years ago he started working on his own label, which has won accolades from several wine critics. In a recent blind tasting of celebrity wines, The Wall Street Journal dubbed Fleetwood's wine "Best Wine by a Living Musician."
On Friday afternoon, the 64-year-old drummer made Fountain Valley his first of four Southern California appearances.
His line features chardonnays, cuvées and pinot noirs, from $12.99 to $25 a bottle. Gelson's supermarkets have also stocked their shelves with his brand.
Fleetwood said he prefers the mellow blends, the kind that don't "attack you and demand you get a new set of teeth."
Four years ago, when he contemplated his enterprise, Costco didn't immediately come to mind. Now it makes perfect sense, he said.
"Nothing's fun if it's all exclusive," Fleetwood said. "Wines should be affordable and accessible."
Making wine is not much different from making music, he said.
"With both you have to be open and creative," he said. "You tweak and mix and rearrange."
Dan Lundberg, assistant manager of the warehouse store, said Friday's response was one of the best he had seen. Former Secretary of State Colin Powell, author Jackie Collins and vintner Robert Mondavi were some of the other celebrities who have appeared there.
"I think the draw here is not just for the image but the wine itself," he said.
Shelli Riddle, who stood in line carrying her 6-month-old daughter Kristy, said she has no doubts about the quality of the wine.
"I bet it's tasty," she said. "Just like his music."
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