Three of the biggest wine-marketing WTFs!

Categories: Swirl Girl, Wine

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Wine marketing that panders to women makes us say "WTF?"
If you're a woman and you love wine, then you must be a complete idiot.

That's the only logical conclusion we were able to draw after stumbling upon a slew of borderline misogynistic marketing ploys to influence our (since we are most assuredly a "she") wine-purchasing decisions. With some research claiming that women are responsible for 80 percent of the wine purchased for home consumption, it's no wonder that some brands will push any crazy "girlie" wine idea they can dream up in order to get their hands into our wine kitty. We can certainly appreciate that there is some subset of our demographic that is seeking -- to put it nicely -- "softer" messaging about wine, which for too long has been largely targeted to men. But on behalf of our wine-loving gender, we simply must call bullshit on these overly sexist and, in one case, downright misleading wine-marketing concepts. Turn the page for three marketing ploys so egregious, we had to say "WTF!?"

See also:
- Four lucious white wines to savor now
- Four fall-worthy red wines to fall in love with

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Volére Wine Couture -- it's both a beverage and a fashion accessory.
Wine In a Box Purse: Does any winemaker seriously believe women are so vapid that they'd like to treat their wine as a fashion accessory? Apparently the folks behind Volére Wine Couture think just that. Frankly, we find ourselves feeling less than enthusiastic about a wine producer whose website lists its wine's "fashion forward design" as a primary descriptor. Lucky women can choose between three equally stylish varieties of purses -- a pinot grigio, a merlot or a rosé -- to take to their next jewelry party or scrapbooking session, since the purse is (surprise!) actually a resealable 1.5 liter box. Actually, that may be the only thing we like about these wines, since we favor eco-friendly options -- just not the kind that make us look and feel like a kid playing dress up.

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Be. wines gives women the chance to pair their wines with their... outfits?!
They Cannot Be Serious: Finally! Wine-loving women around the world can breathe a sigh of relief, because someone was smart enough to develop a set of wines designed specifically to suit a woman's "ever-changing world" and "pair with our personalities." But wait, it gets better. According to the thoughtful cats behind Be. Wines, there's always a perfect bottle to go along with a wide array of fashion and activity choices. And since we women are such fey, fickle creatures, the brand has come up with four wines to address our unique, ever-changing natures: There's Be. Fresh, a chardonnay that's "an ode to serendipity"; Be. Flirty, a pink moscato, a wine "inspired by a perfect blend of confidence and playfulness with a delightful finish of fun"; Be. Bright, a pinot grigio "full of light and lovely whimsical wisdom complemented by the perfect touch of unforgettable charm"; and Be. Radiant, a riesling with flavors that "linger like that perfect evening that still floods your daydreams with sly smiles." And that's not all. The oh-so-clever pairing utility allows us to pick the two -- um, accessories? -- that best align with our mood, which in turn will help us decide which wine to drink. Choose "stiletto" and "cookie" (because we're always rocking sky-high heels while nibbling delicately on macarons), and you discover that the ideal wine to sip on just such an occasion is the flirty-licious moscato. If you're the kind of girl who's more the "tambourine" and "lasso" type, the genius recommendation is riesling.

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12 comments
LeCellarCat
LeCellarCat

@purplejules @RickBakas @swirlgirldenver http://t.co/KJXcDFlF With ya on this crap-a-do, we #wine chicks are TWITS? Thx 4 follow & link.

rickbreslin
rickbreslin

@RickBakas @swirlgirldenver Not a fan of Treasury's Be. line?

CreativeFurnace
CreativeFurnace

@RickBakas @swirlgirldenver This has been going on for years now and these types of brands, so far, have never lasted/succeeded.

swirlgirldenver
swirlgirldenver

i seriously couldn't decide whether to laugh or cry, @suzanbond. totally unacceptable on so many levels.

swirlgirldenver
swirlgirldenver

how batshit crazy are those wines @30DollarPairing? i'm sure mrs. b would not be a fan.

dibellowines
dibellowines

@swirlgirldenver #WTF? So wrong. I know of a blogger here in the Okanagan that was "matching" outfits and wine. Makes no sense

swirlgirldenver
swirlgirldenver

i had a feeling this one would speak to you, @MO_242. #thatshitcray

swirlgirldenver
swirlgirldenver

i am not, @rickbreslin. can't speak for @rickbakas but not sure he's tried them since, as a man, he doesn't need to pair wines w/ his mood.

swirlgirldenver
swirlgirldenver

agreed, @CreativeFurnace, just seems i've been bombarded lately with these silly products. hope they end up like the rest. c: @RickBakas

suzanbond
suzanbond

@swirlgirldenver Absolutely. For me the worst is the wine purse. Just because I am a woman doesn't mean I want to drink from my purse.

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