Too Fat? This Wine’s For You
It has always perturbed me a bit that our society essentially demands that girls and women fit into a particular physical mold: skinny, made up, the right clothes. By and large, the demand is met with an equal supply of women willing to buy into the cliche marketed everywhere. So I’m not sure if it’s a good thing that the wine industry as rode in to reinforce these demands and help women meet them with a wine marketed directly at their "fear of size"
Beringer Blass Wine Estates is releases "White Lie" a 9.8% alcohol, 97 calorie per serving wine aimed directly at women.
According to Beringer Blass, "an astounding 80 percent of women are dissatisfied with their appearance and 45 percent are on a diet on any given day….We wanted women to feel better about themselves and their choices"
White Lie Chardonnay will debut in late April. There have been low cal wines before, but they didn’t stick around. There is a lot of money being thrown at this project. It will be interesting to see how it does. Still, in the back of my mind the notion of reinforcing the idea that women need to diet seems, well…icky. Wouldn’t it just be enough to bring the alcohol down to 12.5%, where it used to be, rather than pick the grapes under-ripe, leave a bit of sugar in there for body and flavor, and call it a woman’s wine?
Read more about it here in the press release and here at Business Week.
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