Selling the ATC (Name)

[rickb]

The ATC has been licensing its name to companies like Darn Tough Socks and Woolrich Blankets for a few years now, as well as to manufacturers of belts and bags like The Moonshine Company that add the ATC logo to thier products for the users to proudly display.

It was recently announced to wide applause that the ATC has liscenced its name to a Wine company.

That seems fundamentally different somehow.

At least they didn't strike an deal with Red Bull for a special edition can.

Perhaps that's next.

[Tuckahoe]

Meh... just cannot seem to find an issue here.

[rickb]

Meh... just cannot seem to find an issue here.

i expect you are in the vast majority.

[saltysack]

If it brings in money and support for the AT....I see no issue.....


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[tour-kid]

There's nothing I enjoy more after a long strenuous day of hiking than sitting down with a bottle of red wine!
no thanks

it should be beer

[colorado_rob]

Meh... just cannot seem to find an issue here.

disagree, see below....

There's nothing I enjoy more after a long strenuous day of hiking than sitting down with a bottle of red wine!
no thanks

it should be beer

Yep! Highly disturbing that the ATC would use wine and not beer!

[Uncle Joe]

disagree, see below....

Yep! Highly disturbing that the ATC would use wine and not beer!

True but aren't beer names getting long enough?

"ATC Appalachian Trail Hiker Trash Epic Blister Packed Shelter Heavy Pack Imperial Stout!"

[Sarcasm the elf]

The ATC has been licensing its name to companies like Darn Tough Socks and Woolrich Blankets for a few years now, as well as to manufacturers of belts and bags like The Moonshine Company that add the ATC logo to thier products for the users to proudly display.

It was recently announced to wide applause that the ATC has liscenced its name to a Wine company.

That seems fundamentally different somehow.

At least they didn't strike an deal with Red Bull for a special edition can.

Perhaps that's next.

That wine had better have the option of coming in .5L and 1L mylar bags.

[Emerson Bigills]

While deep down many of us would prefer the trail and all things natural to remain pure and unconnected to corporate money, the reality is that it takes money to maintain the trails and do the good work of the ATC. It is a good thing that companies are willing to give to groups like the ATC, they just often want some public recognition for their good deeds. Not a perfect situation, but one that likely won't be reversing any time soon.

[colorado_rob]

True but aren't beer names getting long enough?

"ATC Appalachian Trail Hiker Trash Epic Blister Packed Shelter Heavy Pack Imperial Stout!"

I love stout, I'd buy this stuff any day! Would have to be a large bottle for that label, no downside to that!

[dudeijuststarted]

This does seem a little fishy. When i start seeing dirt, rocks, and squirrels sourced from China, that will be the final straw.

[evyck da fleet]

I'm waiting for the CO or WA dispensary to sponsor the Trail. Although maybe the PCT or CDT would be more appropriate trails.

[pickNgrin]

If this continues, one day it will be called the REI Appalachian Trail.

[Water Rat]

That wine had better have the option of coming in .5L and 1L mylar bags.

The 1L mylar bag could double as "free UL pillow with purchase!"

[Venchka]

Does the wine come in a trail friendly 1 liter box?
Wayne


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[Venchka]

The Elf beat me to it.
Wayne


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[burger]

The only question that matters is: is there any evidence that ATC has sold out to these corporate interests or changed their policies in some ways that makes the trail worse off to appease their sponsors? If so, then, yeah, these branding agreements are a big problem. If not, then I fail to see the problem.

[AfterParty]

At least they didn't strike an deal with Red Bull for a special edition can.

Perhaps that's next.

That would make a pretty sweet wind screen for my new fancyfeast

[Sarcasm the elf]

The only question that matters is: is there any evidence that ATC has sold out to these corporate interests or changed their policies in some ways that makes the trail worse off to appease their sponsors? If so, then, yeah, these branding agreements are a big problem. If not, then I fail to see the problem.

+1 Well said.

[rickb]

The only question that matters is: is there any evidence that ATC has sold out to these corporate interests or changed their policies in some ways that makes the trail worse off to appease their sponsors? If so, then, yeah, these branding agreements are a big problem. If not, then I fail to see the problem.

To my way of thinking, partnering with a local/regional winery with no obvious ties to the AT or hiking for a 5% fee is a short-sighted marketing/revenue generating strategy at best.

This is not partnering with LL Bean.

If the ATC really wanted to go in that direction, they should do so with vision.

Getting a "sale" is not always something to be celebrated if it does not serve an organization's long term interest. This one just seems odd-- iin ways that go beyond the ATC liscencing their logo to a second sock company after they signed up Darn Tough.

If the ATC's leadership all think putting its logo and reputation on a bottle of wine is a good move, they have wandered off trail, IMHO.