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Wines targeting women are long on legs, short on flavor by efwegbe erergeer
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Wines targeting women are long on legs, short on flavor |
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Business,Business News,Business Opportunities
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Freud struggled to find an answer to the question What does awoman want? Ninety-odd years later, some in the wine industrythink they know. Really? According to the new girly-wine brand marketers, we want to beskinny, to toss our hair playfully like ponies as we pick ourbottles to match moods, not foods. We also crave an easy-sippingflavor profile with a naughty edge of sweetness. High-heeled shoes star in our fantasies.
Well, maybe they got thatone right. But aren t Canadian wine maker Strut s labelsfeaturing photos of long, shapely, perfect legs emerging from shortskirts a guy fantasy? Just looking at them makes me want to forget about drinking andhead for the gym. In the past few years the wine world has finally discovered thatwomen drinkers are a coveted customer niche. Hello? We re the sex that makes up nearly 60 percent of U.S.
wineconsumers, according to the Beverage Information Group s 2011 WineHandbook. Which is why there are so many companies are starting up lines ofwines for chicks. Most are targeting women 21 to 34, but theirmarketing efforts often treat this audience as if it had no moresophistication than a bevy of sorority sisters on spring break. Flirty Moscato Recently, global giant Treasury Wine Estates (TWE) launched fourwines under the Be. label: Flirty, a pink moscato; Bright, apinot grigio; Fresh, an unoaked chardonnay; and Radiant, ariesling.
I guess so-called Millennial women are supposed to only turn towine when they re feeling upbeat, not when they re tired andgrumpy at the end of the day. Treasury s website describes thepinot grigio mood: Your sunny disposition sets your soundtrack tothe soothing sounds of a steel drum band as you flip flop throughfabulousness. This new marketing vision also assumes all women are diet-obsessed. Last month, three lower-calorie Skinnygirl wines fromBeam Global Spirits & Wine Inc.
hit retail shelves. Beam claimsa five-ounce glass of any of the Skinnygirl wines contain 100calories. (Typically, most wines contain 110 to 125, unlessthey re sweet dessert bottlings.) Real Housewives The white, red, and rose guilt-free blends are the first winesreleased by Skinnygirl which has been making premixed cocktailssince it was founded in 2009 by reality TV- star Bethenny Frankelfrom The Real Housewives of New York City. New York s Mister Wright Fine Wines & Spirits stocks the rose,and so far the wine isn t exactly flying out the door, accordingto manager Jodie Leishman.
She also carries another fun winebrand for women, Mommy s Time Out. Moms buy it for a joke, whenthey re going on a play date with their kids, Leishman says. They buy it for the name, not the wine. I keep it on a lowshelf. Barbara Insel, president of St.
Helena, California-based wineconsulting firm Stonebridge Research, says men s and women smotivations are very different. In focus groups, women say theybuy wine to go with food, to relax, to drink with friends, to havefun. Men, on the other hand, say they drink for health, but offthe record, they admit they buy wines that will impress theirfriends. Emotional Connection The Middle Sister wine brand reflects this lifestyle approach,according to Mary Ann Vangrin, one of its three partners.
She sayswomen look for wines that offer an emotional connection. Its 10 sassy-style wines have personality-profile names like DramaQueen (pinot grigio), Smarty Pants (chardonnay) and best-sellingRebel Red (a blend). All share a flavor-phobic house style. Women don t want a wine that bites back.
They like ripe,fruit-forward wines without a lot of tannin and oak, saysVangrin. She should know: Middle Sister regularly solicits feedbackfrom its 115,000 Facebook friends. Deutsch Family Wine & Spirits, which brought us the ubiquitousYellowtail, has launched its own new wine marketed to women, Flirt,a blend of syrah, zinfandel, and tempranillo. Its approach isobvious yet more subdued and somewhat less cringe- worthy thanother brands. Think lipstick advertisement.
Blind Tasting I almost forgot taste. I sampled a selection of all these blindalongside a few non-women s wines. What can I tell you? The girly brands tasted like neuteredcommercial plonk. Only three stood out as barely acceptable chilledplastic cup party fare: 2011 Skinnygirl White, 2011 SkinnygirlRose, and 2011 Be. Fresh (chardonnay).
The bottom line? For the $10 to $15 that most of these cutseybottling go for, drinkers seeking an emotional connection with whatthey swill in their glass could have real wine made by real people-- think rieslings, proseccos, roses, Beaujolais, Argentineantorrontes and malbecs -- you know, the kind of vino even guys like. (Elin McCoy writes on wine and spirits for Muse, the arts andleisure section of Bloomberg News. The opinions expressed are herown.) Muse highlights include television and books. To contact the writer of this story: Elin McCoy at To contact the editor responsible for this story: ManuelaHoelterhoff in New York at mhoelterhoff@bloomberg.net. I am Rubber & Plastics writer, reports some information about oil suction hose , automotive rubber hose.
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